Twitch.TV is the world’s largest live streaming website and social community for gamers. To this day, game streaming and eSports are mistakenly hardly noticed by many marketers and, despite the worldwide boom in marketing departments, are de facto invisible in Germany.
Even though many perceive the game streaming industry as a niche market, it’s already occupied by the largest IT/tech companies: The Big 5 are currently Google (Youtube Gaming), Amazon (Twitch.TV), Facebook (FB.gg), Microsoft (Mixer.com) and soon VALVE (Steam.TV).
Twitch streamers are the “Youtube/Instagram influencers” of the gaming and tech scene.
During a livestream in spring, the best-known streamer “Ninja” reached over 667,000 viewers. Meanwhile in Germany, popular streamers also reach millions of gamers with their streams. A widely underestimated target group.
According to studies, gamers are extremely technophile and a target group with purchasing power.
“We have been observing the extremely fast-growing eSports segment for some time now and are convinced that this new commitment will lead our sports sponsoring into the future and reach new target groups. eSports fans worldwide are between 18 and 34 years old and have an above-average education. This is an age group that is very interesting for Mercedes-Benz because it is difficult to reach with traditional marketing measures.”
Strong community bond
Strongly growing market
(+30% p.a. DACH)
Technophile target group with purchasing power
A Twitch stream offers several opportunities for advertising or product placement. Typical are modern content marketing formats with direct reference to influencers and classic banner or video ads in the stream (combinable):
- Streamer shows and identifies with product/brand
- Advertising banner/videos in livestream: 320x160 pixels
- Advertising banner (panel) with link in the channel description: 320 x 240 pixels
- Automated chat bot message with link in live chat: 200 characters max