Twitch is planning to sell brand-sponsored games and big companies are showing up.
Twitch is sporting a new choose-your-own-adventure-style game. Very much like Netflix’s plan in funding their interactive TV shows, the Amazon-owned video gaming site is also talking to agencies and advertisers to pitch in to fund their new game.
This new choose-your-own style game allows players to control the protagonist. This is a strategy for Twitch to make their ads less annoying for their gamers.
Porsche chimes in
Porsche is the first advertiser to test out the branded choose-your-own-adventure game. The luxury car brand aims to promote its first electrical race car to younger audiences. Adam Harris, Twitch’s director of custom solutions in Europe said that the brand was looking for new ways of advertising their new product that’s not reliant to the traditional mediums such as TV and radio.
The car company approached Twitch six months ago to reach their goal.
Several car companies are now changing their marketing strategies to target gamers. Like Porsche, Kia has also started sponsoring esports events.
Porsche launched their game on Twitch last Wednesday and gamers who played it controlled two drivers in a Porsche facility for four hours. Viewers were able to give their input and vote on how the drivers can solve certain puzzles. The new ad for their first Formula E race car, Porsche 99X, is shown when the challenges have been completed.
The event got 28,000 views on the live broadcast and has now reached 2 million. Harris, however, didn’t reveal the number of people who interacted with the players during the game.
What comes next?
Porsche and Twitch’s partnership for the brand’s Porsche 99X has given Twitch’s creative team the ability to make real-life games where the viewer gets to control the campaign. Harris further added that this partnership fuelled their interest in making narratives and stories that can last even after the live stream.
What’s in it for advertisers?
There are some challenges for advertisers in this regard because the audience gets the free reign, the campaigns might be hijacked by the viewers. Knowing the age range, the viewers can sometimes show negativity towards certain brands.
Aside from that, since these are branded the games, the cost for putting up ads will be pricey compared to the normal ad campaign on Twitch. An agency executive said that it can range from $2 – $10/ CPM.
However, with the surge of the gaming and esports industry, we’ll likely see more brands partnering with Twitch to explore a new audience and potential clients. This branded content that is woven into the content of the streaming site may be the first of many future ad collaborations.