Twitch, the service known for game-streaming, though capable of broadcasting much more, is now selling inventory on Amazon’s Advertising platform, in an attempt to smooth brands’ access to an important new audience.

Twitch has built its name on giving users access to gaming content and is building its business on its market leading position in e-sports by selling ads against the more than five billion hours its viewers racked up in Q2.

However, gaining access to these ads wasn’t as well-understood, compared to Amazon Advertising. As reported by Adweek, now buyers can purchase Twitch audiences alongside Amazon.

“We’re delighted to share that we are combining Twitch’s hard-to-reach and highly engaged audiences with Amazon Advertising’s integrated full-funnel advertising offering,” the company says.

“Advertising on Twitch will now have the added benefit of Amazon Advertising’s unique audience insights and measurement for their campaigns.”

Amazon’s empire is growing, and not just in its traditional e-commerce area. Ironically, it’s in the area of advertising, something that in 2009 Jeff Bezos called it “the price you pay for having an unremarkable product or service.” But it has had a change of heart: not only is it now the largest advertiser in the US, while its own advertising business is worth almost $5 billion to the company.  

The key to Amazon’s potency is first party data that it holds on a signed-in audience of shoppers. While a renewed interest in brand raised some questions, the primacy of e-commerce following the onset of the pandemic has solidified the company’s importance in the marketing ecosystem.

Gaming is also becoming a crucial aspect of marketers’ work, a topic explored in this month’s WARC Guide to marketing in the gaming ecosystem, which explores the opportunities and challenges of this fast growing area.

Sourced from Adweek, WARC, Axios