Supporting Video Game Releases with Twitch.tv

Why Use Twitch.tv to Support a Video Game Release?

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Over the years, it seems that getting the best version of a game required more and more money. Many video games cost $60 for the base game, $80 or more for special editions, and even more for the game and a "season pass," for access to future content. This increase in the initial investment that a consumer needs to make to experience the 'full' game is a double-edged sword. On one side, it shows the consumer that the game developers have future plans for the game, and that the player's time investment in the game won't be wasted. However, I think it makes people more skeptical about a game's true value and may lead to either a delayed purchase or no purchase at all. This was much more of a problem before platforms like YouTube, but there is still a lead-time for content creators on YouTube to come out with reviews and gameplay videos for others to base purchase decisions on. However, with Twitch.tv, we are no longer at a point in time where you either have to buy a game, or wait for a video to come out from a credible source to experience a game. With Twitch, gamers can view other people playing the game live, the second that it is released. 

Ways to Use Twitch.tv to Support a Release:

1. Sponsor Streams

This should be a given by now, but here it is again. Game-developers need to show that they stand behind their own game by sponsoring some streamers to play the game for some time after launch. In my mind, this is the easiest way to show players that the developer is confident in their game, and they want the world to see it on display. I wouldn't sponsor every streamer you can, I don't know if you even could. However, I would sponsor a couple who have a decent following on Twitch and who seem to organically like the game or the idea of it. As for how long a sponsored stream should last, that is up to the game-developer, streamer, and any rules surrounding it. However, that being said, I would say a week of sponsoring a couple streamers after launch is a good number.

2. Game Giveaways

If either sponsoring an entire stream for an extended period is not an option, or a more organic promotion tactic is desired, doing sponsored game giveaways on streams is another great option. If a player is already playing the game on release and is not already being sponsored, it may be a good idea to try to sponsor the stream by giving the streamer free copies of the game to give away to their audience. This is a great way to reward people for taking interest in viewing the new game streamed on Twitch in a way that feels less like a promotion. This could also be used in conjunction with a fully sponsored stream to make it even more engaged. Twitch does have rules regarding giveaways and sponsored material, so it is important to research what can and cannot be done in this area. 

3. Twitch Prime Loot Boxes

This option is where in-game content is created, usually with a Twitch.tv theme, and packaged as a loot box on the Twitch.tv site. People with a Twitch Prime account are able to redeem these loot boxes and the in-game content. This option is rather new for Twitch and would require much more time and effort for a game developer because the content would have to be specifically created for this in advance. However, many big-name games such as Overwatch, Warframe, Heroes of the Storm, and more are already utilizing this tool. From a gamer's perspective, this can show a more serious level of engagement with the Twitch community. 

With all this said...

Twitch is not the only tool that should be utilized to promote a launch. Just recently a video game came out that utilized both Twitch Prime Loot Boxes, and also sponsored streamers to play the game on launch and the game didn't exactly hit very good player population numbers, at least for PC. It is important to understand that Twitch should be used to support organic Twitch streams of your game on launch. If no one is organically playing your game without having to sponsor a streamer, then somewhere along the way, something went wrong, and it wasn't your Twitch promotion efforts. For new game releases, Twitch is essentially a tool that allows the innovators, and early adopters to showcase the game to the more skeptical early majority, enabling a smoother launch, and game companies can show that they stand by this process and the Twitch community by sponsoring and creating unique content just for Twitch users.