

Why Creators Like Kai Cenat are Playing Dodgeball for $500K
Aug 19, 2025
Drew Muller, VP and General Manager of House of Highlights, dives into the transformative Creator League, which pairs top creators like Kai Cenat and Jesser in thrilling sports tournaments for substantial prize money. He discusses how media brands are evolving from content aggregators to creators themselves, focusing on engaging the youth audience. Drew also highlights innovative brand partnerships and the intriguing shift towards a unique live viewing experience that captivates Gen Z sports fans, blending traditional and digital entertainment seamlessly.
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From Aggregator To Original Content
- House of Highlights evolved from an aggregator into an original content producer to deepen audience engagement.
- They create franchise content and creator-led IP to keep young fans spending more time with the brand.
Protecting The Youth Audience
- Scaling to mass audiences risks diluting the brand voice if you try to be everything to everyone.
- House of Highlights keeps the under-34 fan as its north star to preserve relevance.
Design Long-Form For TV Viewing
- Invest in longer formats when your audience uses TV devices to create nonintrusive brand integrations.
- Treat programming as TV shows and build minute-to-minute branded segments instead of quick end cards.