As one of the hottest platforms among Gen Z consumers, Twitch has become an ad destination for brands across categories. Helping them build the right activations—and avoid the wrong ones—is Victor Lu, who leads Twitch’s brand partnership studio for the Americas.
Over the past year, Lu’s focus has been on the burgeoning social commerce space. He led the team that created “Pog Picks,” a multi-hour Japanese game show-inspired segment that integrates brand products in novel ways (“pog” is gamer-speak for “play of the game"). The concept has been such a hit in the Americas that Twitch plans to expand it to four more countries across three different continents.