How Game Developers Reach New Customers with Twitch

Published March 2014

Q&A We will take questions at the end of the

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• Twitch is fast becoming more important and growing faster than traditional TV especially for those brands interested in social gaming, social entertainment, and pop culture

• Twitch reaches 50% of all Millennial males online in the U.S.

• Twitch is a living and breathing environment that you can seamlessly integrate and emerge your brand

• The Twitch experience is heavily built around the idea of interaction, which creates more community interaction and brand loyalty with users

Twitch 101

1.5+ Million Unique Broadcasters per Month (300k in Jan 2013)

106 Minutes Spent Daily on Twitch

per User

100+ Million Unique Viewers per Month Worldwide

Compared to 22m per Month in 2013

MEDIA COMMUNITIES DEVELOPERS EVENTS ESPORTS

• Creating their own original content to market their games and enhancing their communities

• Engaging with Twitch Broadcasters to be vehicles for brand awareness

• Gathering feedback from their Twitch audiences to help guide development and understand the trends of the gaming industry

• If applicable, creating tournaments and/or competitions that brings more viewers and brand awareness (Esports)

What are Developers doing?Developers are beginning to realize the audience reach and content potential on Twitch. Let’s discuss what other Developers are already doing on the Twitch platform:

BlizzardWCS / Hearthstone

RIOT GamesLCS US / EU

ROBLOX Weekly ROBLOX shows

Hi-Rez StudiosDaily & Community Driven Content

Magic The GatheringIn-House Competitive Content

H1Z1Game Announcement + Content

NCSoftContent Announcements / Esports

RockstarNew Content Showcases

CapcomCapcomCup & Weekly Shows

GunghoCommunity Focused Content

VaingloryContent Reveals & Player Features

CCPFan Festivals

Developers Using Twitch

• Moved to Twitch to take advantage of an Interactive Audience

• Created community driven weekly programming • Incentivized streamers to stream ROBLOX

‣ Monthly rewards for Streamers (included $ and IGC) ‣ Went from 0 broadcasters to 2170 broadcasters / month

• Used their community to gather show feedback and content ‣ Feature different community members each week ‣ Gave their community a feeling of ownership

ROBLOXDeveloper Case Study #1

How did ROBLOX go from 100,000 minutes watched to an astounding 5M minutes watched in under a year? By leveraging their community!

• ROBLOX tapped into their existing audience while also focusing on the “new audience” on Twitch

• Created a brand awareness eco-system • Educated their users to broadcast on Twitch and become

brand ambassadors • On a site dominated by Minecraft, ROBLOX was able to

position themselves as a frequent Top 20 game • Stats over 1 year:

‣ ROBLOX broadcasting went from 0 broadcasters per month to 2200

‣ 48m Channel Views / 59k Followers

ROBLOXDeveloper Case Study #1

The value of utilizing Twitch:

• Being consistently non-frequent can actually have a GOOD EFFECT

• Content reveals generated 10-20k CCU streamers • They identified that the content they were normally “giving

away” could actually be leveraged to create massive community broadcasts

• Fans and community want a feeling and connection with what they love

• By being open with their community regarding what they are developing they were able to create excitement that resonated through all of gaming

WARFRAMEDeveloper Case Study #2

Digitial Extremes is a company who takes a different approach to Twitch.

WARFRAMEDeveloper Case Study #2

Created content which was meaningful to their users while gathering feedback and making game changes that directly effected the community.

• Embraced Twitch Broadcasters and the community as the core marketing distributors and consumers

• Created community driven weekly programming • They take their Twitch presence seriously. • Using every aspect of Twitch to get development feedback

to create the games that people want to play, share, and watch

• “Our player-driven development process is really at the core of who we are and who we’ve evolved into,” said Smedley

H1Z1Developer Case Study #3

When SOE wanted to announce H1Z1, instead of going the route of “traditional” marketing, they turned to their community on Twitch.

JohnJohn Smedley Fortune (June 2014)

H1Z1Developer Case Study #3

The H1Z1 team and Hi-Rez are great examples of developers who have completely embraced Twitch as a focal part of their player’s gaming experience

Reach New Customers by Jumping into the Twitch EcoSystem

The Twitch audience isn’t

a segmentation of communities,

but rather a WHOLE one

where games have viewership

overlap

• Brand Awareness - Twitch is a platform to use for your game to grow

• Community - Create an interactive environment for fans of your game(s)

• New Age Game Journalism - Gamers are turning to their favorite streamers as their source of news and reviews

• Loyalty - Make the out of game experience just as important as the in-game experience

How should you look at Twitch?

• Embrace the Twitch Community and its viewers

• Think about your Long-Term Strategy - get users and fans to carry your message for you

• Network with other streamers and learn who is playing your game

• Determine what content works for you. Every game and company has their own strategy

• Reach out to us! We want to help you!

What should you start doing?

"Instead of being more secretive we decided to be more open and just talk to people and own our ideas, and make sure people know

that that's what we're working on."

Vlambeer made even more noise when they used Twitch’s API to sell their game as a

download visitors would get for subscribing to their channel.

Marcus Graham & Ernest Lemarcus@twitch.tv // ernest@twitch.tv 225 Bush St / Suite 600

San Francisco CA 94104

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