State Farm’s digital presence grew from logo sponsorships of gamers and platforms into interaction with fans, trivia hosting and familiar elements like its jingle, red shirt and khaki pants popping up in Roblox and elsewhere. Jake From State Farm made an appearance at TwitchCon last fall (though he also spread the love to BravoCon for non-gamers). It’s still trying to sell insurance, but it’s found there’s multiple ways to make that pitch and audiences surprisingly willing to listen.

“We have a relevance obstacle to overcome because no one, not even older folks, are thinking about or dying to engage with insurance,” Griffin said. “We think we’ve cracked the code on not being too out of bounds, but attracting people in ways that are still authentic to who we are.”