How Gamers and Twitch are Influencing the Future of Youth Marketing

Gaming as an advertising medium has matured into a major force due both to the pandemic and the natural progression of a generation brought up on multiplayer games livestreamed entering and progressing in the workforce Recently acquired gaming companies ActivisionBlizzard by Microsoft and casual gaming company Zynga by TakeTwo Interactive both have robust ad sales divisions and now extended reach and resources in which to tapHowever when it comes to a livestreaming platform and community around gaming Twitch has a tremendous leadThe global pandemic has led to a massive surge in the platform39s viewershipsubscribers and diversification of content verticals has led to a wider range of viewers Gamers are without a doubt still a core audience but with a significant diversification of content verticals over the past year new and diverse audiences have found their way into the community Twitch now offers everything from cooking classes to live concerts eSports and more This broader spectrum of content context and audience reach has opened the door for a broader range of advertisers to develop innovative interactive campaigns And given the uniqueness of the platform Twitch is at the forefront of reinventing advertising to capture elements in which it thrives leveraging creativity realtime and authenticity all while very cognizant of its audience It is the inthemoment authenticity married with creative brand messaging that is especially important to the younger and more marketingskeptical generationWhether it39s watching a gamer a singer or an amateur chef Twitch fully understands that every moment counts and a missed moment for the viewer can literally ruin the experience Imagine that youamp8217ve spent hours watching a progamer play and just when heshe gets to that one part of the game you havenamp8217t been able to figure out a commercial comes and blocks the cheat That wonamp8217t happen on Twitch Twitchamp8217s stream display ads are less disruptive and allow users to continue gaming while viewers enjoy the platform These 10second display ads show up on the various channels manned by Twitch creators Similarly Twitch39s display banner ads include calls to action and clickable linksCrossscreen ads a growing ad application ensure that adsbrands are seen and heard On platforms such as Twitch these ads are nonskippable and can appear on the screen for anywhere from 3060 seconds They pop up on all devices and are essentially short videos that quickly pitch the brand messageMuch like other influencer platforms Twitch allows advertisers to directly partner with influencers and creators Rather than simply streaming ads companies sign up to have their brand infused into the content This type of brand marketing may be more effective as the creator typically demonstrates the benefits and features of the product in realtime For instance Lamp Plus sponsored live stream by Katieamp160Ruvalcaba one of the platform39s most popular cooking show streamers During the streams Katie casually discussed lighting while preparing various recipesMarketers can also create original interactive content in association with sponsored events gaming tournaments and eSports competitions In 2021 Lexus unveiled the Gamers39 IS in live stream a luxury vehicle made uniquely for Twitch gamers demonstrating how Twitch is fueling innovation and transcending traditional marketingIvy Locke is a multifaceted freelance writer with over 10 years of experience She enjoys writing on topics such as entertainment TV marketing gaming and moreClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How Gamers and Twitch are Influencing the Future of Youth Marketing

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Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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