When live music, sports and gaming went digital last year, consumers turned to the interactive gaming and event platforms to participate in virtual events from concerts to eSports.
Twitch became the place to be. The site counted 1.116 billions watched in 2020, up 69% over 2019, by 6.9 million monthly streamers, a 90% increase over the prior year. January 2021 has already registered an average 2.9 million monthly viewers, a high over the last year, according to Twitch Tracker. Twitch reported viewership rose 103% in Q4 2020 as compared to Q4 2019 and December 2020 had the highest monthly viewership in Twitch history.
As consumers continue to tune in, brands like Samsung and Lexus are partnering with the network to experiment with new ways to engage with audiences. “Viewers on Twitch aren’t just watching the moment: they’re a part of creating it,” said Lou Garate, Global Head of Sponsorship Sales, Twitch. “That engagement lives at the heart of each of our successful campaigns.
Samsung Electronics America recently teamed up with Twitch to make the Samsung Galaxy the exclusive mobile device partner of Twitch Rivals North America (“Twitch Rivals”). This series of online events is designed by the Twitch community, giving the brand access to a highly engaged group of consumers.
Samsung’s Galaxy devices are ideal for gamers – with 5G connectivity and large bright displays. The device brand has a long history of working with gaming including Epic Games, Microsoft Xbox and Niantic. The Twitch Rivals partnership will allow the company to insert Samsung Galaxy devices into Twitch’s growing eSports platform.
Together Samsung and Twitch Rivals will host a year-long program of mobile gaming challenges and events. Twitch will connect the brand with leading streamers and mobile gaming franchises to develop entertaining events. For instance, Mobile Mondays by Samsung will be a year-long series of tournaments with cash prizes. Events will feature Samsung’s Galaxy 5G-enabled mobile gaming devices. And later this year, the two companies will name new mobile gaming heroes, who will be able to produce original content and host exclusive streams and events.
“We help brands identify the right high-visibility moments, think championship tournaments, where they can best reach new audiences on a nationwide, if not global, scale,” Garate said.
Lexus recently brought its “All In” campaign to Twitch. The car maker held a live event in which Twitch members could build a custom Lexus 2021 IS to use in their gaming. Twitch streamer Leslie Fu, aka Fuslie, who counts more than 600,000 followers on the platform hosted the two-hour livestream letting viewers vote on the adaptations they wanted to add to the vehicle . On February 17, Fuslie will livesteam the final design.
“We’re engaging audiences who fully embrace their passions while celebrating our own obsession: an unapologetically pure sports sedan,” said Vinay Shahani, vice president of Lexus marketing. “With this campaign, Lexus is connecting with our youngest, most diverse customer yet as they immerse themselves in their passions. Gaming is one of their favorite pursuits. Twitch is a go-to destination for gamers, with a large, enthusiastic, and fully committed community. Twitch’s live, interactive video service allows anyone to play a role in creating the moment, and this partnership takes that engagement to the next level.”
We wanted to let gamers have some fun and create their ultimate gaming vehicle while building awareness for and engagement with the new IS. We’re excited to bring their ultimate gaming vehicle to life. We’ll reveal the finished Gamers’ IS on Feb. 17 with another two-hour livestream hosted by Fuslie.
Twitch’s Bounty Board ad marketplace showcases pre-selected streamers with paid advertising opportunities from brands allowing Lexus to connect with Fuslie. “It is a great way for both creators to boost revenue, and for brands to authentically deliver their messaging via streamers that our community loves and trusts,” Garate said. “Non-endemic brands like Wendy’s, Universal Pictures, Dollar Shave Club, and Nickelodeon have all used our Bounty Board to foster engagement and impact beyond other traditional video advertising options.”
As the site continues to offer new ways to replicate in-person experiences online, brands have new opportunities to create content that supports popular influencers with highly engaged consumers.
“Brands are learning that they must go beyond traditional product placement to tap into the passions and attention of Twitch’s unique audiences,” Garate said. “It’s about learning the lingo and finding the right opportunity for your brand— whether it’s through a partnership with an individual streamer or events and tournament sponsorships. We work closely with our brands to come up with distinctive ideas to serve their needs.”
