What INSTINCT3 does

INSTINCT3 GmbH is a Berlin-based influencer marketing and artist management agency founded in 2018 by Maximilian 'HandOfBlood' Knabe and Johannes Gorzel, operating within the I3 Holding GmbH group (parent company formed in 2021). The company operates two primary service lines: Creative Campaigns (end-to-end branded content production for gaming publishers, entertainment platforms and consumer brands) and Artist Management (representation, negotiation and career support for a roster of prominent DACH gaming content creators including HandOfBlood, Gnu, Sterzik, BeHaind, ailaughatmyownjokes, Maxim, Fabian Siegismund, and RedheadBegins). INSTINCT3 has no proprietary technology platform — it is a service-based agency where output consists of bespoke creative campaigns, short-form film production, livestream event production (e.g., Gamevasion 2020), and talent representation.

Revenue is generated through professional services fees for custom campaign work (concepting, production, influencer management) and through management fees plus revenue share from represented creators. The customer base is concentrated in enterprise gaming and entertainment — disclosed clients include Activision, Wargaming, Konami, Riot Games (via Google Play), Prime Video, TikTok Germany, Rocket Beans Entertainment, and Freaks 4U Gaming. Go-to-market is relationship-driven and community-led, leveraging the represented creator roster and German gaming industry network. The I3 Holding group has expanded through three subsidiaries/JVs: BRAV3 GmbH (2021, artist merchandise JV with Universal Music's Bravado), Eintracht Spandau GmbH (2022, esports team co-founded with Jung von Matt NERD), and Bright Up GmbH (2024, marketing partnership intermediary). Operations are headquartered at Breite Str. 25, 13597 Berlin (Spandau district), Germany, with 11-50 employees and a DACH-only geographic footprint.

Name

INSTINCT3

Legal name

INSTINCT3 GmbH

Website

https://instinct3.de

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

INSTINCT3 is a Berlin-based influencer marketing and artist management agency founded in 2018, serving gaming publishers, entertainment platforms, and consumer brands with creative campaigns and representing a roster of prominent DACH gaming content creators within the I3 Holding group.

Ownership category

akta.pro rank

Product category

Influencer Marketing Services

NAICS

Advertising Agencies (541810), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Sports Teams and Clubs (711211)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Influencer Campaign Strategy & Planning (BPAFAHAC)

akta.pro secondary industries

Artist Booking, Talent Buying & Agency Services (MPAGAAAF), Brand Activations & Experiential Campaign Design (MPAAAGAA), Merchandising & D2C Management (Artists) (MPAIAGAI)

Keywords

• Influencer marketing services
• Artist management
• Creative campaign production
• Gaming content creators
• Brand collaboration campaigns

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Campaigns: INSTINCT3 creates branded content campaigns for clients (brands, publishers, platforms) featuring their roster of gaming influencers. Revenue comes from campaign fees for creative concepting, production, and influencer management.
2. Artist Management: The company manages gaming influencers and content creators, handling representation, negotiations, and organizational duties. Revenue includes management fees and revenue share from creator activities.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

INSTINCT3 is a Berlin-based influencer marketing agency that creates custom branded campaign content featuring its roster of German gaming influencers (led by HandOfBlood) and provides artist management services to content creators. The agency runs two service lines: Creative Campaigns (concept development, project management, partner relations, video/content production for brand clients such as Activision, Wargaming, Konami, Google Play/Riot Games, and Prime Video) and Artist Management (representation, career consultancy, and brand-partnership brokering for the creators on its roster).

Product overview

INSTINCT3 is a German influencer marketing agency founded in 2018, operating as one entity within the I3 Holding group of companies. The agency operates two main divisions: the Artist Agency (comprising Artist Management, Editorial, and Video Production teams) and the Creative Agency (comprising Project Management, Creative Concepting, Creative Producing, and Art teams). The portfolio includes various campaign services for brand-creator collaborations. I3 Holding serves as the parent company providing administrative support, with several subsidiaries including esports team Eintracht Spandau GmbH (founded 2022), merchandise joint venture BRAV3 GmbH (founded 2021), and marketing partnership company Bright Up GmbH (founded 2024).

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Campaigns End-to-end influencer marketing campaign services for brand clients: concept development, project management, partner relations, and content/video production featuring INSTINCT3's roster of German gaming influencers. Tailored (not off-the-shelf) campaigns designed to honor both the client's goals and the influencer's individual strengths.
• Artist Management Representation and management services for gaming content creators (YouTubers, Twitch streamers, TikTokers, esports personalities). Includes career consultancy, brand-partnership brokering/negotiation, campaign management, and content production support to help creators balance professionalism with creative freedom.

Quantifiable outcome

• Gamevasion 2020 reached 86+ million watched minutes, 41,780 peak live viewers, 7+ million social impressions
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Bright Up GmbHminorStrategic or Co-development Partner · 1 January 2024Founded 2024, aims to be catalyst for lasting marketing partnerships, empowering entertainment and gaming industry with sustainable brand-rights holder partnerships.
• Jung von Matt NERDcoreStrategic or Co-development Partner · 1 January 2022Co-founded esports team Eintracht Spandau together with INSTINCT3. Joint venture combining esports team operations with content-driven entertainment.
• I3 Holding GmbHcoreOthers · 1 January 2021Parent company founded in 2021 to serve INSTINCT3 GmbH and future ventures. Provides administrative services in Management, Finance, Legal, HR, Office Management, and IT.
• Bravado (Universal Music)coreStrategic or Co-development Partner · 1 January 2021Joint venture BRAV3 combining Bravado's artist merchandise resources with INSTINCT3's gaming influencer expertise for merchandise targeting gaming/esports audiences.
• GoSpookyminorStrategic or Co-development Partner · 1 January 2021Strategic partner for Prime Video Twitch Pitch campaign. GoSpooky formed agency all-stars team with INSTINCT3.
• Rocket Beans EntertainmentcoreStrategic or Co-development Partner · 1 January 2020Partnered with INSTINCT3 and Freaks 4U Gaming to create Gamevasion - digital replacement for gamescom 2020. Provided content creation and community reach.
• Freaks 4U GamingcoreStrategic or Co-development Partner · 1 January 2020Long-standing agency partner on multiple campaigns including Gamevasion, TikTok Gamescom, and Activision Operation: Streamfest. Handles technical and logistical aspects.
• Webedia GermanyminorStrategic or Co-development Partner · 1 January 2020Collaborated on Hänno unterwegs talkshow series. Webedia is responsible for guest management and studio production.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Freaks 4U Gaming: Berlin-based gaming marketing agency focused on influencer and content marketing for game publishers. Operates the same B2B creative-campaign-plus-creator-network model as INSTINCT3 and is an existing partner (Gamevasion, TikTok Gamescom, Operation: Streamfest).
• ESOM Group: Germany-based agency specialized in esports and gaming marketing, providing influencer campaigns, event activation, and creator representation for publishers and brands. Most direct DACH competitor to INSTINCT3 in gaming influencer marketing.
• Reachhero: European (Berlin-headquartered) influencer marketing platform/agency that helps brands run creator campaigns at scale. Comparable business model and DACH focus, though more platform/tech-enabled than creator-led.
• Pilot Screentime Group: German influencer marketing agency with a dedicated gaming and entertainment creator roster, providing campaign management and creator representation. Directly comparable to INSTINCT3's combined creative campaigns + artist management offering.
• Mediakix (later STATUSphere): Influencer marketing agency historically focused on creator campaigns for brands; comparable in offering campaign strategy, creator sourcing, and execution, though historically more US-centric. Useful as a like-for-like agency-model comparable.
• Offline Creator Management: Creator/talent management agency representing YouTube and social-media creators, including gaming and entertainment personalities. Closest analogue to INSTINCT3's Artist Management arm, though broader in scope beyond gaming.

Broad incumbents

• Jung von Matt NERD: Specialist gaming/esports unit of Jung von Matt, one of Germany's largest independent creative agencies. Co-founder of INSTINCT3's Eintracht Spandau esports subsidiary; comparable in targeting gaming and entertainment clients with creative campaigns, but operates at parent-agency scale.
• Webedia Germany: Large international digital media and content network with a German operation that produces creator-led shows and brand integrations. Collaborated with INSTINCT3 on Hänno unterwegs; competes for the same brand budgets in entertainment/gaming verticals.
• ESL FACEIT Group (ESL Gaming): World's largest esports company operating tournament circuits (ESL Pro League, Intel Extreme Masters) and competitive platforms. Adjacent — operates in the same gaming/esports ecosystem and competes for gaming-publisher budgets, though its core is competitive events rather than influencer marketing.

Others

• Rocket Beans Entertainment: German gaming/entertainment content company producing video, TV, and live content with gaming creators. Strategic partner on Gamevasion and adjacent ecosystem participant rather than a direct competitor; comparable creator-network and production capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HandOfBlood
• Instagraminstagram.com/handiofiblood
• Xx.com/i3agency
• Facebookfacebook.com/I3GmbH
• LinkedInlinkedin.com/company/instinct3

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about INSTINCT3