Di Sebastiano Vissani e Federica Diomira Sanna
What’s Twitch? Twitch is a live entertainment and multichannel platform of E-gaming. It counts 15 MLN users daily. But what is behind Twitch’s name? Social sharing and engaging environment where people can interact simultaneously with other players.
“There’s a Brexit around our sector” Adam Harris (Director of Custom Solutions at Twitch) said; changes are in social media and they reflect on the way to enjoy the entertainment area. Users are part of the show, they participate, they talk to their favorite players in real time and there are no interruptions as it happens instead in tv programs with traditional spots.
Some data in according to Twitch’s success: 861 million monthly hours watched globally, of which 226 million hours of Ninja’s live, a famous Fortnite gamer before Riot Games in second place with League of Legends (100 million).
Twitch subscribers have no fee to pay, no pre-roll ads to watch, so the user experience is ongoing and enjoyable. A focus point of generationZ is the possibility to play their preferred contents without intrusively ads, that duly are skipped. Twitch gives absolute freedom to its audience: anyone can come in and the content production isn’t bound to a paid profit.
Television doesn’t allow Twitch that. Twitch is original, authentic and invites people to be like it.
Twitch is the ideal means talks to generationZ.
Q: in the actual scenario, how brands can communicate to generationZ?
A: an exemplary case study: the launch of Porsche’s new car model. A sponsored content in the halfway between the videogame and the live streaming video.
A collaboration with the famous car producer, the player can control the development of the game story. It could be the same as a “native advertising” (in the typical Twitch’s mood), Porsche want to reach a 18-34 aged target audience by launching its first electric racing car.
In the 28th August, after 4 hours promotion’s released, Twitch registered 1.3 MLN players. In the game, players have to manage and coordinate 2 Formula-E pilots in the Porsche’s stable. The aim is to completed a series of tasks like as an Escape room experience. Once all missions are accomplished the new racing car model is revealed.
Twitch is the main channel of E-sports, an entertainment format with increasing support.
League of Legends is the major brand represents this new reality. In practice, what traditional sports can learn from them?
The opportunities for marketers in eSports are many. Brands can tap into events like the League of Legends World Championships that provide tempting moments of attention, allowing them to reach fans both online and offline. Brands also can sponsor teams, players, or leagues – and because eSports is still relatively new, there is a chance to creatively reinvent the way these sponsorships work.
In 2017, there were over 600 brands who had eSports sponsorships. Brands considering such a sponsorship should find it encouraging that 58 percent of U.S. eSports fans reported having a positive attitude toward brand involvement.
advertising ai aziende comunicazione digitale creatività digital digital advertising digital marketing facebook Google IAB IAB forum IABforum IABForum2019 iabforum2020 iab italia iab seminar influencer innovation intelligenza artificiale internet marketing marketing digitale master master comunicazione master comunicazione digitale master digital master digitale master IAB master marketing master pubblicità mobile Native Advertising performance marketing programmatic programmatic advertising pubblicità samsung SKY social media stage storytelling video videoadv video advertising
