Sports marketing

How brands are using Twitch for sports marketing

As people searched for ways to be entertained during their forties and to connect while in-person socialization was suspended, gambling became a powerhouse.

Enter Twitch, Amazon’s live streaming platform for gamers. Fans have flocked to the platform to watch their favorite creators play and interact with them. and each other on the chat. Users can also support their favorite creators by purchasing a subscription to their channel.

Twitch’s popularity skyrocketed in 2020. The platform had 9.9 million active streamers in January 2021, up from 3.9 million at the start of 2020. In the same month, viewers watched over 2 billion hours of content on the platform. On average, 30 million users visit Twitch daily, up from 17.5 million at the start of 2020, according to Twitch.

The NBA capitalized on Twitch’s growth with a branding campaign for the 2021 Playoffs, bringing its ‘That’s Game’ campaign, which focuses on the cultural impact of basketball, to the Twitch community. Twitch has partnered with eight creators, including BigCheeseKIT, GoldGlove, and TSM_Viss, to share their “Game” Stories with fans in Sponsored Influencer Feeds. The NBA also gave fans channel subscriptions from their favorite creators.

Twitch fans watched over 17.2 million minutes of content from these streams, totaling over 4.2 million viewers. Engagement was also high, with over 66.4 thousand messages sent to Twitch’s chat feature during broadcasts.

“Sports are a growing part of service,” Sarah Iooss, sales manager at Twitch, told Campaign US. “It’s the same notion of a community coming together to interact and be with each other. Except that instead of being around a certain game, it’s around a sport. As we expand beyond gaming, it’s to see that sport has cemented its place on Twitch.

The NBA is also taking its brand partners, especially those looking to reach Gen Z and Millennial audiences on the platform. According to Twitch, 71% of the Twitch community is between 16 and 34 years old.

DoorDash and American Express, the official marketing partners of the NBA, have appealed to the Twitch community with innovative campaigns around the NBA playoffs, in partnership with Twitch’s Brand Partnership Studio.

DoorDash sponsored its first-ever branded original content series live on Twitch called Game day at your doorstep. The series, created with record-breaking agency Wavemaker, featured Twitch creator Dom2K and NBA legend Channing Frye highlighting the best performances of the NBA playoffs.

“Sports are a natural DoorDash opportunity that we continue to invest in, and as the official on-demand delivery platform of the NBA, we strive to create unique and memorable fan experiences,” Vanessa said. Carr, Director of Marketing Partnerships at DoorDash. WE. “With Game Day At Your Door, we’ve combined sport, food and culture to create a one-of-a-kind series that truly resonated with basketball fans and the Twitch community.”

American Express, the official card sponsor of the NBA, rolled out its Triple-Double offer when a player scored a Triple-Double in a playoff game. The next day, cardholders could enjoy 32% off the NBAStore online for 24 hours. To promote the offer, Twitch hosts Devin Williams and Marcelas Howard set off the Triple-Double Watch Alert, American Express’s personalized Twitch alert, to let fans know of the benefit. Viewers could also participate in the chat for a chance to win prizes, such as Twitch gift cards.

In total, Twitch viewers watched over 11 million minutes of content including the Amex Triple-Double Watch alert.

“Triple doubles have become an important part of the modern NBA game and we are always looking for ways to get our card members into the action,” said Jill Hamilton, vice president of global media at American Express. “Because Twitch is all about capturing the most exciting moments in real time, we’ve partnered with them to help our map members feel a part of the experience in ways that can only happen on the web. Twitch. “

Although Twitch is known for its video game streams, the platform is building communities in other areas. Non-gaming content has quadrupled over the past three years with particular growth in music and sports, according to Twitch.

Twitch faces stiff competition on the live streaming front (see: YouTube, Instagram, and TikTok), but its community and monetization tools, including paid subscriptions, the ability for viewers to cheer on creators, and the direct sharing of advertising revenue with creators sets it apart. Twitch’s real-time chat feature allows fans to interact and creators to monetize at the same time.

“Twitch is all about the community,” Iooss said. “Advertising is a creative and emotional field. Twitch creates a great canvas for this, as people play a role in the entertainment. It has some of the features of TV as you can expect your favorite streamer to return on the same time and on the same days. This creates a meeting point for communities to come together.