Sponsored | How Streamers Are Revolutionizing Games Marketing

The gaming industry has transitioned from a subculture to a mainstream phenomenon, with Twitch at the forefront. The platform's audience has evolved, attracting brands, creators, and celebrities like Valkyrae, Charlie XCX, and NASA. Twitch's content categories have expanded beyond gaming, now encompassing music, sports, and more, with 20 billion hours watched in 2024 alone. TwitchCon, a semi-annual convention, brings the livestreaming community together, celebrating their passions and providing a unique opportunity for brands to connect with their target audience. As Twitch approaches its tenth anniversary, CMO Rachel Delphin emphasizes the importance of long-form content in building strong communities, with 70% of Twitch's audience confirming their fandom and fan community are integral to their daily lives. The platform has evolved into a diverse entertainment destination, with 'Just Chatting' garnering six billion hours of viewership last year. Categories like art, cooking, music, and DJing have gained significant traction, each with dedicated communities and creators. Sport is another area of growth, with The Baller League and Ibai Llanos' 'La Velada del Año' boxing event drawing massive audiences. Twitch offers a unique opportunity for the games industry to explore new markets, cultivate relationships with established and new communities, and discover streamer evangelists. With 70% of fans stating their fandom and fan community are part of their everyday life, Twitch provides a platform for lasting engagement and meaningful interaction with passionate online communities. The platform's features, such as polls, chat add-ons, and loyalty programs, enable creators to connect with their audience on a deeper level. Twitch's Brand Partnerships team works with brands to find authentic streamer partnerships, leveraging the platform's live, interactive environment and Amazon's first-party insights to reach and engage the audience. Successful brand partnerships, such as those with Battlestate Games and Far Cry, demonstrate the potential for high-impact integrations that add value to the viewer experience. TwitchCon offers an appealing event for partners, providing unparalleled access to a highly engaged audience and opportunities for authentic connections and brand activations.