Modern culture is based on celebrity because we are obsessed with following storytellers. We want to know what they have to say, to follow their example and to connect with them. This doesn't necessarily mean that they sit down on a blanket and relate a tale. They are telling a story by virtue of who they are and how they act and react. Living the story is telling the story.
The storyteller does have to be an actual person. Many game studios are known by their label and it is the label that embodies the story. The actual developers are anonymous. However it can get harder to make that label really mean anything as time goes by because it starts to become inconsistent or formulaic. Labels can seem leaderless in a way that a human being doesn’t, and leaderless storytelling lacks passion.
Connection is best achieved by a flesh-and-blood storyteller.