Sports may have temporarily shut down, but gaming entertainment has never been more popular. While sports fans have been stuck inside, live streaming sites such as Twitch and YouTube Gaming saw an average growth of 10% in viewership in March alone. Esports tournaments such as the LCS, ESL Premier League (EPL) and Flashpoint are now running online broadcasts with players competing from their homes. Unprecedented challenges have brought an opportunity for brands to engage creatively in the digital space. Curious about Twitch but unsure of where to start? GumGum Sports recommends the following 6 methods for effective sponsorship:
Rotating graphics on the sides and corners of a stream offer one of the most valuable sponsorship assets in esports and live streaming. With full logo clarity and frequency (rotating every few seconds), key placement in the stream ensures quality exposure without distracting from gameplay.
2. Custom Segments
Imagine sponsored segments in traditional sports broadcasting, then apply those principles to esports. Sponsored action segments in an esports broadcast such as the Play of the Game, Replay or MVP Award connect brand partners to key value driving moments.
3. Product Placements
Ninja became a household name on Twitch (before moving to Mixer) while wearing his trademark Red Bull bandana. Top streamers advertise their sponsors within their visible webcam space with a mix of branded apparel, hardware, peripherals, beverage cups, fridges and more.
TwitchChat offers an engaging platform for hosting live product giveaways directly to viewers. Streamers utilize a mix of audio mentions, product unboxing demos, social media posts and entry click-through conversions to generate value for brand partners.
5. Charity Streams
Considering these unprecedented times, live streams are a fun and productive way to connect with Twitch viewers while fundraising for charity. Nonprofits such as St Judes and StackUp.org partner heavily with the streaming and esports communities to run fundraiser broadcasts. One or multiple can stream for hours, or even days at a time while raising donations through their Twitch audience.
On March 20th, esports organization 100 Thieves partnered with CashApp to host an online Warzone charity tournament. Proceeds were donated to charities of the winners' choice, and back to TwitchChat viewers by way of their Cashtag.
6. Chat Bots, Panels, !commands and other channel branding
Twitch and other third parties offer a wider variety of ways to customize your channel’s branding. From panels below the stream linked to the brand website to automated chat links, featuring partners across the channel is quick and seamless. Chat commands allow channel moderators to filter unwanted language and maintain brand safety.
Since traditional sports leagues have suspended or postponed games due to social distancing mandates, teams and players are turning to livestreaming to create content. For example, on March 13th, the Phoenix Suns began streaming simulated NBA 2K games from their team Twitch channel. And professional athletes such as Devin Booker and Meyers Leonard have turned to playing Call of Duty: Warzone and a variety of other games alongside popular Twitch influencers.
If you’re new to Twitch and don’t know who to watch, check out popular streamers such as Timthetatman, CohhCarnage, DrLupo, or Annemunition.
GumGum Sports is a third party data provider, measuring sponsorship value in sports and esports media. To support overlay deployment, tracking and reporting, GumGum Sports has developed the Streaming Management platform.
Follow this link to learn more and request a demo.
If you’re interested in learning more about Esports, download the Esports Guide and visit: gumgum.com/guides/esports-pay-for-play
Written by Tia Smith