Streamer PlaqueBoyMax won State Farm‘s “Gamerhood” Season 5, and the insurer celebrated the victory with a 75,000-subscriber gift to him and his community, the largest single-livestream Twitch sub-drop by an account on record, according to an official announcement.

The finale, announced August 28, closed out a season that returned to the free-for-all format from Gamerhood’s first run, dropping team structures in favor of individual competitors facing off in video games and physical arena challenges. State Farm gifted thousands of additional subscriptions to other competitors over the course of the season, and the finale’s timing, coinciding with the start of Twitch’s SUBtember promotional period, brought bonus gift subs to still more fans.

Season 5 premiered July 31 with iShowSpeed as its headline signing, the brand’s highest-profile “Gamerhood” talent since Kai Cenat fronted last season’s cast, which pulled more than 23 million views. PlaqueBoyMax, Cinna, Marlon, JasonTheWeen and Emiru rounded out the roster alongside mascot Jake from State Farm, competing across new episodes that streamed every Friday in August on State Farm’s Twitch and YouTube channels and on the players’ own channels. The show has drawn more than 53 million views across its first four seasons, according to the announcement.

The season also carried State Farm’s push to convert viewership into a tracked relationship with fans. Episodes integrated Flowcode QR technology linking viewers to the “Gamerhood” site, and the brand launched a companion game, “Jake’s Neighborhood Swarm,” offering weekly prizes including a custom Secretlab TITAN Evo chair and apparel made with 100 Thieves. 

“From a marketing perspective, we’re excited about that technology as a way to have an ongoing relationship with consumers when they sign up to win the chair, play the games, or get the subs,” State Farm Head of Marketing Alyson Griffin told Marketing Dive ahead of the premiere. “It gives us an opportunity to know who they are and continue the relationship with them outside of gameplay.”

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