Brian Steinberg Senior TV EditorAdvertising isn’t a game for the people who run Twitch — but they are working to weave it more closely into the esports and other live-streamed programming beamed out by the Amazon-backed service every day.Executives spent Monday evening making a pitch to advertisers that involves creating closer pairings between the people who create the content on the outlet and the brands that sponsor it.
Twitch backs several live-streams, including owned-and-operated channels like Twitch Rivals and Twitch Sports as well as creator-led projects that can embrace advertising.
Twitch also offers “Drops,” or in-game rewards offered to fans when they watch specific Twitch streams that can be backed by advertisers.
Adobe tested the concept in March by sponsoring streams with six Twitch creators. The company believes advertisers who want to reach younger consumers who may no longer watch TV in traditional fashion will be interested.
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