In 2011, Landon “Apollo” Hammerley, just 14, transformed a simple Christmas gift into his destiny. With Call of Duty: Black Ops 1 as his catalyst, this latecomer to gaming launched into a remarkable journey, reshaping not just his life but the entire realm of online gaming with youthful ambition and a touch of serendipity.

As Call of Duty: Modern Warfare 3 hit the shelves in 2011, Landon’s enthusiasm for the game burgeoned. He dived into the content on YouTube, drawing inspiration from creators like Tmartn, ChaosXSilencer, and Ali-A. Their prowess and creativity left a lasting impression on the young gamer. Meanwhile, a new feature in Modern Warfare 3 caught his attention: Call of Duty: Elite. This platform, akin to a social network for players, offered detailed in-game stats and a novel feature – the ability to create one’s clan.

Landon, brimming with ideas, saw an opportunity. “I wanted to create a team of players that were incredibly good at the game,” he says. The idea was to form a clan that stood out, not just in skill but in its very essence. The name “Carnage” epitomized this ethos but hit a snag with the platform’s profanity filters. Creatively, Landon tweaked it to “K4RN4GE,” which later evolved into “KARNAGE.”

Under Landon’s leadership, the KARNAGE Clan quickly made a name for itself. Participating in weekly “Clan Operations” hosted by Call of Duty, the team showcased their prowess and strategic acumen. “We’d consistently place in the Top 5 every single weekend,” Landon boasts, pride evident in his voice. This was no small feat, considering the tens of thousands of teams they were up against.

As KARNAGE Clan’s popularity surged, with thousands of applications pouring in, Landon envisioned a broader horizon. “Why not create a YouTube channel and Twitter and begin to grow our brand further?” he pondered. Landon stepped into the world of content creation, a decision that marked a turning point for KARNAGE Clan, transforming it from a mere gaming group to a burgeoning brand in the creator economy. 

The essence of KARNAGE Clan’s success lies in two fundamental aspects: team cohesion within their content creation and a deeply rooted sense of community.

“Many of those who are in or were in KARNAGE have built friendships through KARNAGE that have lasted for nearly a decade and many of which will last for a lifetime,” Landon explains. “Additionally, unlike many teams, we actively create content together which is highlighted best in our very popular Team Challenge series, with over 50 million views across all episodes”, Landon shares with evident pride. 

KARNAGE Clan’s dual mission in the Creator Economy

“The overarching mission of KARNAGE is simple,” Landon begins, outlining a dual-focused objective. 

The first goal is to consistently deliver entertaining content that resonates with viewers on a personal level. This aspect of their mission aims to produce relatable content that forms a connection with the audience, making them feel a part of the KARNAGE journey. “We’ve done this by simply remaining true to what we started as; a group of friends with similar interests and goals, trying to turn our passions into a viable career or lifestyle.”

The second, equally vital aspect of their mission is fostering a positive, supportive, and encouraging community, “We aim to provide, within our best capabilities, opportunities for our creators to better themselves, their content, and growth,” Landon emphasizes.

Additionally, there are opportunities for collaborative content creation, which not only enhance the creators’ skills but also provide a sense of belonging in an industry that can sometimes feel solitary.

Moreover, KARNAGE Clan actively works to secure sponsorship and brand deal opportunities for its members, further underlining its commitment to their professional growth. Participation in significant events like charity streams and community-led tournaments also plays a crucial role in the Clan’s activities. These events not only contribute to a greater cause but also provide a platform for creators to showcase their talents and expand their reach.

Transforming the Game: The Evolution of the Gaming Industry and the Rise of Influencer Marketing

Over the past decade, Landon and KARNAGE Clan have been at the forefront of the gaming industry’s transformation, witnessing pivotal changes that have reshaped the landscape, “We’ve witnessed quite a bit; but to focus we’ll highlight three that I believe are on the forefront”.

The first significant change Landon observes is the shift in perception towards content creation. What was once viewed with skepticism and often ridiculed is now a sought-after career path. “I remember how much scrutiny I got from my classmates in High School for ‘posting gaming videos on YouTube’,” Landon recalls. This contrasts sharply with the current era, where being an influencer is aspired to, even surpassing traditional roles like firemen and policemen in the eyes of many children.

The second evolution Landon notes is the broadening demographic of gaming. Gaming, once stereotypically seen as a male-dominated activity, has become inclusive, welcoming players and creators of all genders. “Especially in the creator scene, I remember when there used to just be a few women who had huge followings in gaming – now there are thousands,” Landon remarks. “Though this is due to a multitude of factors, I think a big one was Fortnite, which helped attract many women to try out gaming.”

Lastly, Landon points out the astounding growth in the popularity and funding of esports and gaming, “Watching the overall popularity and funding that esports and gaming have received is mind-boggling”. Observing the successes and collaborations of top-tier organizations like FaZe Clan, 100 Thieves, and TSM, he finds inspiration for KARNAGE. This surge in esports has not only bolstered the industry but has also validated the gaming profession in unprecedented ways. “Influencer marketing has played a huge role in making this all possible”, as Landon explains, the transition from traditional TV-like advertisements to more natural and personable influencer-based promotions has been revolutionary. This new marketing paradigm has allowed gaming content creators and streamers to thrive, supported by brand partnerships and sponsorships.

KARNAGE Clan’s Journey from Gaming Partnerships to Charitable Endeavors

Landon’s insights into the gaming industry’s evolution and the impact of influencer marketing pave the way to understanding KARNAGE Clan’s successful collaborations with major gaming companies, such as Activision, a partnership that began in 2015, sparked by the recognition KARNAGE Clan received from the Call of Duty PR team, leading to an invitation to a Call of Duty: Black Ops 3 DLC recording event at Treyarch Studios in California. 

“The collaboration with Activision has led to KARNAGE being able to provide beneficial opportunities to its members”, offering them exclusive opportunities such as early access to events, DLC recording sessions, and other unique experiences. “Many of which have been flown out to Call of Duty events, provided early/free copies of Call of Duty each year, COD point codes, and more,” Landon elaborates. One notable achievement was hosting a $5,000 Warzone tournament directly with Activision, which not only attained immense attention but also successfully engaged the gaming community, “The event garnered tens of millions of impressions and nearly 100,000 live viewers across all those who took part. It was an incredible event and we had a lot of fun with it!”

KARNAGE Clan’s partnerships extend beyond Activision, encompassing brands like GFUEL Energy, and RESPAWN Products, among others. 

“A few years ago, KARNAGE began our initiatives to expand our charitable efforts”, a venture that began with a partnership with Gamers Outreach, a nonprofit organization that focuses on providing entertainment for hospitalized children through video games. “Our goal with them has been to raise money to put specially made gaming kiosks into Children’s Hospitals across the country,” Landon explains, highlighting a noble cause that transcends the boundaries of gaming.

KARNAGE Clan’s involvement has been significant, especially in Gamers Outreach’s annual Spooktacular Streamathon event in October. “Over the past few years, we’ve collectively raised over $37,000 with Gamers Outreach, putting over 10 gaming kiosks in Children’s Hospitals,” Landon shares with pride, “These events have brought together our community in ways we could never have imagined,” he says. 

The joy of gaming is leveraged not only for entertainment but for a meaningful cause, bringing smiles to children’s faces and demonstrating the positive influence gaming influencers can have in the world. “Once we had seen the smiles on kids’ faces playing on these kiosks while they were at the hospital, it immediately became a core part of what our mission is as an organization,” Landon concludes.

KARNAGE Clan also ventured into merchandise and collaborations with brands like GFUEL, a leader in the gaming energy drink market, showcasing how these endeavors integrate with the broader creator economy. “It’s been over 2 years in the making and had been a goal of ours for over 8 years,” Landon shares about their GFUEL flavor launch. 

“We’ve had an incredibly successful start with reviews being extremely positive, a 5-star rating on the website and some claiming it to be the ‘best GFUEL flavor they’ve had’ in review videos across YouTube,” Landon states proudly.

Visionary Insights: Emerging Trends and Innovations in Online Gaming Entertainment.

Landon acknowledges the challenge of predicting lasting trends versus fleeting fads, “It’s tough to say, with the online space moving as fast as it does”. However, he identifies a few key shifts that have significantly impacted the industry. 

The rise of TikTok, for instance, has influenced nearly every social media platform to introduce their versions of short-form content, like YouTube Shorts and Instagram/Meta Reels. “Short-form content has been a game changer for many content creators,” Landon says. While short-form content is impactful, Landon believes that creators should complement it with longer-form content, “It can help build a more stable and long-lasting community around your content”, he adds. 

Regarding esports, Landon says, “Esports brands need to motivate their players to become content creators. This approach not only expands the brand’s influence but also fosters a closer bond between the players and their fans.” He continues, “The key to growing esports organizations lies in building a personal brand around each player, moving beyond just competition”

For content creators, Landon foresees a future that values authenticity and personalization. Audiences are increasingly seeking content that is candid, imperfect, and relatable, moving away from overly polished, corporate-like presentations, highlighting the desire for content that is genuine and true to life, yet still well-presented. “People don’t want to be fed perfection, content that feels almost corporate, but rather have it rough around the edges”. 

Landon emphasizes that for KARNAGE Clan, genuineness is paramount. “To KARNAGE, it’s everything,” he asserts. The recruitment process at KARNAGE heavily focuses on the authenticity and genuineness of a creator’s personality and their engagement with both their personal and the broader gaming community. This emphasis on realness is reflected in how the team engages with its audience, fellow creators, and partners, whether through content, streams, or charitable efforts. “At the end of the day, there’s no reason to be anything but authentic and genuine – without those qualities, we are nothing.”

Empowering Aspiring Creators: Landon’s Guide to Making a Positive Impact in the Gaming Industry.

“I’d highly recommend joining an organization that you feel fits your personality best.” Landon’s first recommendation for aspiring creators is to join an organization that aligns with their personality. He emphasizes the importance of networking within these communities, building friendships, and sharing skills to help others improve; “Meet other creators, build friendships, share your strengths with them so they can better themselves and help others with their weaknesses.” 

Landon also advises creators to combat ego and embrace a supportive attitude towards fellow creators. “Support other creators even if they may not support you,” he suggests, advocating for a culture of mutual support and positivity. He believes in the principle of reciprocity – that supporting others’ content and efforts will ultimately lead to mutual benefits. 

KARNAGE Clan, under Landon’s leadership, is open to helping creators and aspiring individuals find their path in the gaming world. “We’re always engaged in ways to help foster individuals into positively adding to the gaming and content space,” Landon states, extending a welcoming hand to those seeking guidance and opportunities.