As Twitch has grown in content, viewers and brand partners, the Amazon-owned streaming platform popular with gamers is expanding its brand sponsorship opportunities to more content outside of competitive esports streams.
A new Official Marketing Partner program will start working with brands to create custom activations around non-competitive content on Twitch’s own dedicated gaming channel /twitchgaming. Chipotle and Ally Financial are the first brands testing out new sponsorship opportunities to reach the platform’s primarily Gen Z and millennial audiences who visit the channel for gaming news, interviews and events.
“With the launch of this new Official Marketing Partner program, we're taking a unique approach in sponsoring non-competitive content, to reach a new audience of elusive gaming enthusiasts on /twitchgaming,” says Lou Garate, head of global sponsorship sales at Twitch, who joined Twitch in November 2019 after a 12-year stint in partnership marketing at Nascar. “These viewers may or may not follow esports but are tapped into what's next and new in the gaming space.”
Twitch first began experimenting with brand partnerships through the platform’s existing Official Marketing Partner program for Twitch Rivals, a platform designed for online competitions for Twitch streamers. Since Rivals began in 2018, brands across verticals, like Samsung, Dunkin’ and State Farm, have worked with the platform to launch custom marketing programs like sponsored livestreams and gaming challenges.