twitch: behind the scenes

Twitch for Game Development and Growth!

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Who is Jon Carnage

In Short: I’ve been live streaming since 2010. Prior to joining Twitch in early 2012, I was co-creator of several successful Twitch channels. I was a certified middle weight professional wrestler, made ends meet as a public speaker, dabbled as a stand-up comic, and has always been a hardcore gamer. Now I am Twitch’s Live programming director!


Before this Success


My Early Days on Twitch


Behind the Scenes We tried any and everything to get viewers.

Once we had a big enough community we started selling official merchandise.


• 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 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

MEDIA COMMUNITIES DEVELOPERS EVENTS ESPORTS


• Creating their own original content and enhancing their communities

• Engaging with Twitch Broadcasters to be ambassadors for brand awareness

• Gathering feedback from their Twitch audiences to help guide development

• Creating tournaments or competitions that bring more viewers and brand awareness (Esports)

What are Developers doing?Developers are beginning to realize the audience reach and content potential on Twitch.

Blizzard WCS / Hearthstone

RIOT GamesLCS US / EU

ROBLOX Weekly ROBLOX shows

Hi-Rez StudiosDaily & Community Driven Content

Magic The GatheringIn-House Competitive Content

H1Z1Game Announcement + Content

NCSoftContent Announcements / Esports

RockstarNew Content Showcases

CapcomCapcomCup & Weekly Shows

VlambeerCommunity Focused Content

Developers Using Twitch


• Joined Twitch to take advantage of an Interactive Audience

• Created community driven weekly programming• Incentivized streamers to stream ROBLOX

‣ Monthly rewards for Streamers (IGC & other prizing) ‣ 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

ROBLOXDeveloper

How did ROBLOX go from 100,000 minutes watched to an astounding 5M minutes watched in under a year? By leveraging their community!


• 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• 48m Channel Views / 59k Followers

ROBLOXDeveloper

The value of utilizing Twitch:


• Being consistently non-frequent can actually have a GOOD EFFECT

• Content reveals generated 10-20k CCU streamers• They identified that the content they were “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

WARFRAMEDeveloper

Digitial Extremes is a company who takes a different approach to Twitch.


WARFRAMEDeveloper

Created content which was meaningful to their users while gathering feedback and making game changes that directly effected the community.


H1Z1 & Hi-RezDeveloper

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

Reach New Customers by Jumping into the Twitch EcoSystem

The Twitchaudience isn’t

a segmentationof communities,

but rather aWHOLE one

where gameshave viewership

overlap


Twitch Plays Pokemon


Creative on Twitch


What can Dev’s do with Twitch


What if?!


• 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?


• Embrace the Twitch Community and its viewers

• Think about your Long-Term Strategy - • Network with other streamers

and learn who is playing your game

• Determine what content works for you. Every game & company has their own strategy

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.

Jon “ Carnage “ [email protected]

225 Bush St / Suite 600 San Francisco CA 94104

Thank You!

mailto:[email protected]

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