5 examples of brands on Twitch that are boosting the gaming community

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The gaming industry is becoming more and more interesting for brands, and working alongside creators can literally mean gold in marketing strategies;
Building an engaged community is one of the most powerful tools on social platforms.
And Twitch seems to embrace it all. Yet despite the impressive numbers, Twitch is still largely untapped from a marketing perspective.

But trust me: brands that invest in the right strategies on Twitch can purchase shareholder database see amazing results, and those that have already realized this are reaping amazing results on the platform.

Below, we will look at some cases to inspire you!

Elgato
Elgato is one of the most visible companies on Twitch and sponsors several successful streamers. The number of searches for the brand has increased significantly over the past five years, according to Google Trends.

This increase grew even further during the COVID-19 pandemic, as most people were at home 24/7 and spending more time gaming and streaming.

And the biggest strategy? Working together with streamers and creators on Twitch. By sponsoring streamers who advertise products on their live streams (almost daily), the brand is exposed to countless followers by someone they trust.

For example, Alanzoka , the most followed Brazilian streamer on the platform with 6 million followers, has an average of 18,000 to 25,000 viewers per day. It’s not hard to imagine the results when he promotes products like Elgato’s Stream Deck to his audience on a daily basis, right?


Elgato brand growth trend
PepsiCo

Image credits: Reddit
You might think that only gaming-related brands can achieve results on Twitch. Well, here's an example that proves that's not entirely true.

PepsiCo is a world-renowned company. The brand sponsored an off-season video game tournament featuring Rocket League , a game that is very popular among streamers on the platform, especially after the tournament held in 2017.

The brand's intention was to promote one of its products, Brisk , aimed at a younger audience. During the tournament, several advertisements for the product were aired and a Brisk-themed car was also released so that active players in the tournament could use it.

The phrase "Take the risk, drink the Brisk" went viral among participants and the brand uses it as a meme to this day.

G Fuel
Another company that invested heavily in a streamer was G Fuel, an American energy drink brand. Ninja , a very famous streamer who has been active on Twitch for years, with over 18 million followers on the platform, was chosen to be in the brand’s marketing campaign, with a special edition just for him.

Ninja Teams Up with G FUEL | NINJA x G FUEL
Between March and April, G Fuel announced some details about the launch of its new drink, and in June there was a boom in the search for the streamer's drink in the United States of America, as we can see in the Google Trends graph:


Now, the brand has Ninja on its Gamma team of digital influencers like PewdiePie, Byndo Gehk, and even Miss Marvel actor Matt Lintz.

Nissin lamen
Pokimane , another successful Twitch streamer with over 9 million followers, showed how easy it is to make Nissin Cup Noodles. The streamer was playing League of Legends for 11,000 followers when she made Cup Noodles.

The brand established itself as a brand associated with the streaming community and was certainly able to use this marketing move to gain new potential customers.


Credits: topseos.com
Kellogg's and Tony the Tiger
You don't have to work with streamers to develop your Twitch strategy; some brands choose to have their own channels and create their own content.

That's exactly what Kellogg's (of Frosted Flakes cereal) did by launching a channel hosted by its mascot, Tony the Tiger , investing not only in the streaming strategy, but also with virtual influencers (a trend that is growing with the Metaverse).

On August 19, Tony made his first live performance on the platform as a host. The character challenged other streamers such as GoldGlove , BigCheese , and Chrissy to play Fall Guys with Khleo Thomas , an actor who streams in his spare time.

Kellogg's was the first global brand to use Twitch to transform its mascot into a gamer who interacts with real people. Amazing, huh? This is probably just the beginning for Tony on Twitch!


Credits: Twitch
These are just some of the brands that have already run campaigns on Twitch with tangible results.

I already said, in another article about Generation Twitch — which I also highly recommend you read to understand more about the people on the platform and how to work with them — that if your brand wants to reach audiences like Generation Z and/or the gaming community, you should definitely consider investing in Twitch.

To help you with the practical stuff, here are some final tips for you:

Choose products that make sense for your audience
Let me give you some examples:

If your brand is in the food industry, it might be a good idea to create a campaign with streamers testing your product while playing games or chatting with their followers.

Or, if you're a brand that makes computers, how about showing how a game like Fortnite, League of Legends, or Genshin Impact can run well on their computers and devices?

Consider creating your own channel
As I showed earlier, some brands have their own channels on the platform. Choose a face for your brand and create content! Play video games, chat or even follow a championship while talking about your own products.

Same content, beyond Twitch
Last week, Twitch announced it would be ending its exclusivity agreement that denied partners the ability to stream on other services.

That means partner streamers can now broadcast on YouTube, Facebook Live, and other platforms, and for you as a brand and marketer, it means more places to reach broader audiences with the same creator and content.

Take advantage of Twitch and all the reach it can have to help your brand grow more and more. Are you already thinking about what to do? I hope your head is full of ideas!