Twitch: Bigger than a gaming platform

Brian Carruthers

Looks at how online gaming platform Twitch is developing and why advertisers might want to consider adding it to their media mix.

Context

Gaming is big business, bigger than TV and bigger than movies and music combined, but it doesn’t register with brands and advertisers in the same way. Walker Jacobs, CRO at gaming platform Twitch, has some ideas why this might be.

Most of the people making decisions around investment and marketing strategies aren’t personally engaged with gaming and don’t get excited about it, he pointed out at DMEXCO (Cologne, September 2019) – although there’s a generational change under way at agencies which is starting to make a difference. And, more simply, “most gaming doesn’t have advertising in...

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