Twitch expands brand sponsorships on non-esports content
The new program reflects Twitch’s growth and the desires of its partner brands to raise awareness and loyalty among all gamers on the platform, and not just ones interested in Rivals’ esports content. It’s also indicative that Twitch wants to grow its own channels and work with brands directly.
Twitch ballooned in popularity during the pandemic as gaming and streaming emerged as favorite activities. Twitch has nearly doubled its daily visitors and minutes watched since the pandemic began. The platform now sees an average of 30 million daily visitors up from 17.5 million in 2020. Visitors watched over 1 trillion minutes in 2020, up from 600 billion minutes in 2019.
Nearly half of Twitch users are 18 to 34 years old, and 21% are aged 13 to 17. Twitch creators are also gaining followings off the platform. Creators are being treated more like traditional athletes, signing on with talent agencies and appearing in ad campaigns.
All this is bringing in more interest from brand partners. In the first quarter of 2021, Twitch says the average campaign size for sponsorships increased by 82% year-over-year.
“As gaming continues to push to the forefront of mainstream entertainment and brands pick up on the unique value of reaching gamers, we’re expanding the array of sponsorship opportunities available to help brands engage with our community,” says Garate.
Garate describes /twitchgaming as “built by gamers for gamers.” First launched in May 2020, the channel currently has 458,000 followers, made up of people who Garate says consume nearly all entertainment online and are difficult to reach through traditional advertising.
Visitors to Twitch’s /twitchgaming page are met with a video that describes what streamers can expect on the channel. It promises to be a place for gamers to find original programming around game releases, industry events and interviews with plenty of the platform’s most viral gamers like Techniq (57,000 followers), SanchoWest (142,000 followers), Storymodebae (27,000 followers) and invited creators and celebrities such as chicken nugget lover DeeNugLife (2,800 followers) and Chess Grandmaster Garry Kasparov.
The channel is currently hosting a summer “Gathering” event series, which began on June 10, where developers and publishers such as Xbox and Bethesda reveal new games coming out in the coming year. All content on /twitchgaming is an interactive experience for viewers. The platform’s Chat Decoder surfaces viewers’ questions and comments for the hosts to react and respond.