Game developers are increasingly using Twitch to reach new customers. Twitch viewership has grown significantly in recent years, especially among millennial males. Developers are creating original content for Twitch, engaging with streamers, gathering feedback from viewers, and holding tournaments to promote games and build communities. Case studies show how ROBLOX grew its viewership on Twitch from 100,000 to 5 million minutes by empowering its community, and how Digital Extremes takes a collaborative approach, using Twitch to get feedback and make game changes. The presentation encourages developers to embrace the Twitch community for branding, building loyalty, and leveraging streamers to spread their message.

1. How Game Developers Reach
New Customers with Twitch
Published March 2014

2. Q&A
We will take questions at the end of the
presentation!
Please tweet any questions to
@AmazonAppDev throughout the talk!

3. • 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

4. • 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:

5. Blizzard
WCS / Hearthstone
RIOT Games
LCS US / EU
ROBLOX
Weekly ROBLOX shows
Hi-Rez Studios
Daily & Community Driven Content
Magic The Gathering
In-House Competitive Content
H1Z1
Game Announcement + Content
NCSoft
Content Announcements / Esports
Rockstar
New Content Showcases
Capcom
CapcomCup & Weekly Shows
Gungho
Community Focused Content
Vainglory
Content Reveals & Player Features
CCP
Fan Festivals
Developers Using Twitch

6. • 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
ROBLOX
Developer 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!

7. • 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
ROBLOX
Developer Case Study #1
The value of utilizing Twitch:

8. • 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
WARFRAME
Developer Case Study #2
Digitial Extremes is a company who takes a different
approach to Twitch.

9. WARFRAME
Developer Case Study #2
Created content which was
meaningful to their users while
gathering feedback and making
game changes that directly
effected the community.

10. • 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
H1Z1
Developer 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)

11. H1Z1
Developer 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

12. 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

13. • 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?

14. • 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.

15. Marcus Graham & Ernest Le
marcus@twitch.tv // ernest@twitch.tv225 Bush St / Suite 600
San Francisco CA 94104
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