United Talent Agency (UTA) has signed KreekCraft, the leading Roblox livestreamer and YouTube content creator. 

According to Variety, KreekCraft, previously represented by CAA, brings a substantial audience to UTA, with over 10 million YouTube subscribers and an average of 100 million monthly views.

The signing coincides with Roblox’s growing prominence in the live-streaming space. 

Roblox Corporation’s first economic and social impact report shows that between 2017 and 2023, Roblox generated an estimated $1.2 billion in GDP for the U.S. economy and contributed to over 17k full-time jobs across the country through its Developer Exchange (DevEx) Program.

A new Stream Hatchet report reveals that Roblox’s live streaming hours peaked at 19.5 million in August. KreekCraft has contributed significantly to this trend, accumulating 8.2 million hours watched on the platform over the past year.

KreekCraft, who continues to be managed by Ellify 360, has joined UTA’s gaming and esports division, representing more than 140 streamers, creators, esports athletes, developers, organizations, and brands. The agency’s represented talents collectively boast over 500 million followers.

KreekCraft’s accolades include the Best Video Star award at the recent Roblox Innovation Awards and the “Content Creator of the Year” title at the 2021 Bloxy Awards, which Roblox hosted.

This acquisition adds to UTA Creators’ portfolio, which already includes notable names such as Kai Cenat, Markiplier, and Fuslie, as well as gaming organizations like AMP, FaZe Clan, and RDCWorld.

The agency recently enriched its digital talent roster by signing beauty and lifestyle influencer Jackie “Lavishly Jackie” Aina, who has over 10 million followers on TikTok, Instagram, and YouTube.

Following this, UTA appointed agent Beth Heard, formerly the head of talent at London’s Sixteenth agency, to expand its UK Creators division.