State Farm’s “Gamerhood” returns for its fourth season on August 1, building on the success of previous seasons that garnered over 23 million episode views in 2024. The reality TV-style gaming competition will feature both returning fan favorites and new faces, including streaming sensation Kai Cenat.

The show, which pits gaming creators against each other in physical and virtual contests inspired by insurance mishaps, will stream every Friday in August at 6 p.m. ET on State Farm’s Twitch channel, YouTube, and across competitors’ streaming platforms.

State Farm plans to expand “Gamerhood’s” reach by partnering with a major streaming platform, though the company has not specified which one. This follows a test last year when Season 3 was quietly placed on Roku.

“We did a little testing last year. Quietly, we put Season 3 on Roku,” Alyson Griffin, State Farm’s Vice President of Marketing, revealed for ADWEEK. The company has also shortened episodes from over two hours to one hour to better accommodate traditional streaming formats.

Charity Competition and Interactive Fan Experience

Team captains Ludwig (Team Rift), Mark Phillips (Team Respawn), and Berleezy (Team Ragequit) return from previous seasons. New participants include streamers Sydeon, LuluLuvely, Cinna, JasonTheWeen, and CouRage.

Fresh from his appearance in State Farm’s “Batman vs. Bateman” commercial, Kai Cenat makes his “Gamerhood” debut. “We’re here for the fun, winning some money for charity and a little chaos to keep things entertaining for the chat,” Cenat said in a statement.

This season introduces the State Farm Gamerhood Fantasy League, allowing viewers to participate by creating fantasy teams of three competitors. The top six players each week win limited-edition, custom design Gamerhood Secretlab TITAN Evo chairs.

“We want to get synapses firing, so that we are in their heads long before they make the purchase decision,” stated Griffin, noting that despite increasing production values and talent costs, the budget increases for “Gamerhood” remain marginal year-over-year.

Previous seasons have shown promise in building brand awareness, with Griffin citing a behind-the-scenes TikTok from creator Ludwig that garnered 3.5 million views, prompting fans to correctly speculate that it was Gamerhood-related content.