American prediction platform Clout (formerly Clout Fantasy) has announced a large-scale partnership with Lyrical Lemonade, a prominent music and entertainment brand from the United States. The partnership will focus on Clout’s new custom question feature and will be used to gamify Lyrical Lemonade’s content.

Clout is an American esports prediction startup, founded in 2020. The company’s platform enables users to predict the outcomes of esports matches and earn XP that can be redeemed for real-world rewards, such as gaming consoles, PCs, subscriptions, and similar in the platform store, called Clout Marketplace.

The company has worked with esports betting data provider Bayes Esports and GameSquare’s agency Zoned and recently launched its custom question feature, which enables users to vote for new features and rewards in the Marketplace or express their preference.

This esports industry-adjacent partnership with Lyrical Lemonade is one of Clout’s biggest. Lyrical Lemonade is a multimedia company that started as a music blog from Cole Bennett, a music director known for his work with Eminem, Post Malone, and others. The company produces the Summer Smash music festival, releases music and compilations, creates merchandise and more. The brand’s large following and influence are immense, and its key demographic (Gen Z) also overlaps with the target demographic for esports and gaming.

The custom question feature that Clout has created will be the basis of the partnership with Lyrical Lemonade. Lyrical Lemonade’s YouTube series Lunch Break Freestyle will use the feature to help users vote on upcoming guests and reward them for interacting with the show.

While most of Clout’s offerings are esports-based, such as its main Pick’em system, the company has recently increased its presence in gaming and popular culture to grow further. Working with a world-famous brand such as Lyrical Lemonade boosts brand exposure for the esports prediction platform and will also attract more users to its main platform and core business. This could also mean that Clout will make more moves in the broader gaming and pop culture spaces.