Livestreaming gameplay on Twitch has become one of the most effective marketing channels for spreading the word about new , according to a panel at the Game Marketing Summit.
Companies like Sony Online Entertainment have figured out that traditional game advertising doesn’t work nearly as well as the authentic and fan-driven word-of-mouth enthusiasm of Twitch streamers, who can broadcast their game-play to other spectators. Twitch on the PC and the new consoles has become a huge marketing channel because it is the trusted social currency of the day, and it is part of a do-it-yourself movement toward marketing authenticity.
“This is in-your face marketing of the best kind,” said John Smedley, the president of Sony Online Entertainment. “If you have the goods, show them. There are so many wonderful personalities out there. You watch them and realize that guy is funny. Embrace it or ignore it at your own peril.”
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