Instreamly
4 known investors
inStreamly connects brands with streamers through micro-sponsorships, letting streamers monetize their content while brands reach Gen Z audiences. The company operates a suite of tools for streamers, esports teams, and brands in the live streaming and creator economy, with regional presence in Poland, France, and Germany.
Also known as inStreamly · inSTREAMLY · inStreamly P.S.A.
Investors · 4
Also in the syndicate · 2
Company profile
researched Aug 2026inStreamly is a Warsaw-based technology company in the digital marketing and live streaming sector, founded in 2019. Its core platform automates micro-sponsorships: brands can partner with hundreds of streamers simultaneously and display advertising graphics and animations across many independent channels from a single dashboard, while streamers integrate the tool with their streaming accounts, choose which brands to work with, and are paid based on the number of viewers present while sponsorship artwork is displayed. Advertising materials are matched to broadcasts using contextual technologies including in-game analysis, streamer speech and chat history. The platform integrates with Twitch, YouTube and Kick, and requires no exclusivity or long-term contracts from creators. Supplementary features include a "Recruit a Friend" affiliate program and a "Level Up" gamification system in which streamers accumulate XP to unlock higher earning levels.
Beyond the main marketplace, the company operates several additional products: Streamcoi, a streamer management platform for managers, esports teams and brands used by organisations such as G2 Esports, Furia and BIG; Genki, a loyalty program platform paying streamers commission on purchases made by their fans; Streamers Global, a network of local news and statistics about live streaming in Poland, France and Germany; and New Game +, a marketing agency focused on the gaming sector. Since 2021 the company has also developed advertising products embedded directly within video games and metaverse environments, and it publishes industry research including the Live Streaming Trends 2025 report. The legal entity is inStreamly P.S.A. (simple joint-stock company), registered at ul. Nowogrodzka 64/43, Warsaw, KRS 0000953481, NIP PL7010954779.
Founding story
inStreamly was founded in 2019 by Maciej Sawicki (CEO), Damian Konopka (CTO), Wiktoria Wójcik (CSO) and Szymon Kubiak (CGO), all of whom had prior professional backgrounds in the esports and gaming markets. Sawicki had run the production house Foszer Sawicki, worked as an esports commentator and co-owned the devils.one organisation; Konopka had founded the Polish streamer site streamerzy.pl; Wójcik was a former streamer with experience in esports and digital marketing; Kubiak came from the agency world with responsibility for ad buying and revenue growth. Sawicki self-funded the first year of operations, during which the team built the software and deployed it with befriended esports teams, including testing ad placement across multiple simultaneous streams within devils.one, before raising outside capital.
Business model
inStreamly runs a two-sided marketplace connecting brands with live streamers. Brands buy micro-sponsorship campaigns delivered as artwork and animations displayed across many streams at once via a single dashboard; streamers earn based on viewership recorded while sponsorship creative is on screen, without signing exclusivity contracts. The company also monetises adjacent products for esports teams and managers (Streamcoi), affiliate commerce (Genki) and gaming marketing services (New Game +), and operates in some markets under a white-label model.
Revenue is generated from brand-funded sponsorship campaigns distributed across streamer channels, with streamers paid per viewer exposure to sponsorship artwork. Genki adds a commission-based loyalty mechanism on fan purchases. By the time of SMOK Ventures' seed investment the company was reported to be generating about EUR 25,000 per month.
Traction
The company reports more than 150,000 streamers on the platform, over 3,000 campaigns and 532 brands, with 911,896 micro-sponsorship deals signed according to its streamer page; its login portal cites over 349 brands and its about page references over 40,000 micro-sponsorships and 54 named brand partners. Wikipedia-cited figures note more than 100,000 registered streamers, over 230 brands and more than 40,000 micro-sponsorship contracts. Between 2023 and 2024 the platform was active in over 20 markets. The company employs over 50 people.
Latest developments
Recent company blog posts cover three Cannes Lions awards for the FIRECATCHERS campaign, a Q2 2026 summary describing new campaign formats and market insights, and Q1-Q2 2026 brand lift performance data from inStreamly campaigns. In 2025 the company launched New Game +, a gaming-focused marketing agency, received the Channel Excellence Award for Influencer Marketing & PR at the EMMA Awards 2025 for the PepsiCo "Dew It Anyway!" campaign, and was listed among Failory's "Top 100 Poland Startups to Watch in 2026".
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
inStreamly positions itself as an independent ad marketplace for the fragmented long tail of live streaming, addressing creators who cannot secure direct sponsorship deals and are otherwise limited to streaming platforms' native monetisation tools. Its investor SMOK Ventures described the video streaming market as USD 42.60 billion in 2020 with a projected 20.4% CAGR through 2027, and esports as a roughly USD 1 billion niche, with limited competition at the time of investment. Industry data cited for the platform put average campaign click-through rate at about 4% versus a 0.7% display advertising market average.
The platform allows streamers of any audience size to earn without signing exclusive or binding contracts, giving creators control over which brands they work with, while enabling brands to activate hundreds of channels at once from one dashboard. Contextual matching of creative to gameplay, speech and chat, and reported click-through rates of roughly 4% against a 0.7% display benchmark, are cited as performance differentiators. A portfolio of adjacent products spanning streamer management, loyalty commerce, market data and agency services extends the core marketplace.
Technology
The platform automates the simultaneous display of advertising content across multiple independent live stream channels. Streamers link their Twitch, YouTube or Kick accounts so the system can read stream metadata such as duration, concurrent viewers and broadcast category, which is used to compute delivered views. Advertising creative is matched to broadcasts using contextual technologies including in-game analysis, streamer speech and chat history. Since 2021 the company has extended into ad formats placed inside video games and metaverse environments.
Go-to-market
The company acquires streamers through self-service sign-up linked to streaming platform accounts, a Discord community, an affiliate "Recruit a Friend" program and a "Level Up" gamification scheme, alongside content marketing via its blog on streaming and monetisation topics. On the brand side it sells campaigns directly to advertisers and agencies, supported by industry reports, award-winning campaign case studies and the New Game + gaming marketing agency. In several countries it also distributes via white-label local brands.
Two customer groups: streamers of all audience sizes on Twitch, YouTube and Kick, including the long tail of small and mid-sized creators with limited monetisation options, and esports teams and managers; and brands and marketers seeking to reach Generation Z audiences. Reported clients include Netflix, Samsung, Sony PlayStation, PepsiCo and G2 Esports.
Geography
Headquartered in Warsaw, Poland, with operations in more than 20 markets between 2023 and 2024 including Poland, Germany, France, Japan and Brazil. Streamers Global covers Poland, France and Germany. Local white-label versions include WARRIOR STREAMING in Brazil, StreamAdvisor in Ukraine and StreamPot in Japan.
History
After bootstrapping through 2019, the company signed its first institutional investment agreement with SMOK Ventures on 26 March 2020, during the early COVID-19 period in Poland; SMOK publicly announced the investment in July 2020. A larger round followed in 2021 with Supernode Global, Colopl Next and PKO VC, and hubraum (Deutsche Telekom) invested in 2022. Between 2023 and 2024 the platform was active in more than 20 markets and expanded through both its own brand and white-label deployments. The company has since launched additional products including Genki, Streamcoi, Streamers Global and, in 2025, the gaming marketing agency New Game +.
Risks & controversies
The platform's earnings model depends on third-party streaming services (Twitch, YouTube, Kick) for account linkage and viewership data, and its own published content discusses the contentious nature of Twitch's advertising policy and ad blocking. Sponsorship participation is restricted to the language market in which a streamer broadcasts, limiting cross-market inventory. Publicly reported traction figures differ across the company's own pages and third-party summaries.
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 10
launches, deals, and filingsCompany blog reports winning three Cannes Lions for the FIRECATCHERS wildlife campaign, also summarised in its Q2 2026 recap.
A gaming-focused marketing agency, New Game +, was established, positioned as a "ChatGPT for gaming marketing".
The company authored the industry report Live Streaming Trends 2025, cited by industry media including NowyMarketing.pl and Marketer+.
Received the Channel Excellence Award – Influencer Marketing & PR at the EMMA Awards 2025 for the "Dew It Anyway!" campaign for PepsiCo.
Awarded at the IAB MIXX Awards 2024 in the Commerce category for the campaign "PSHHH! IT'S GAME TIME – Pepsi x Pyszne.pl x Fortnite".
Wiktoria Wójcik was included on the European Forbes 30 Under 30 list in the Media & Marketing category.
inStreamly received further investment from hubraum, a fund owned by Deutsche Telekom.
The company closed an investment round of 4.8 million PLN with participation from British fund Supernode Global, Japanese fund Colopl Next and PKO VC.
inStreamly signed its investment agreement with SMOK Ventures on 26 March 2020; the fund publicly announced the investment in July 2020, describing it as its third investment. Wikipedia reports the 2020 first round as 1 million PLN from SMOK Ventures, allocated to technology development and international expansion.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 7
primary sources listed
- Instreamlyinstreamly.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Instreamly do?
- Polish platform automating micro-sponsorships between brands and live streamers on Twitch, YouTube and Kick.
- Who are Instreamly's investors?
- Instreamly's investors include Colopl Next, Supernode Global.