Twitch: Behind The Scenes

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    16-Apr-2017
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Transcript of Twitch: Behind The Scenes

  • Twitch for Game Development and Growth!

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    Who is Jon Carnage

    In Short: Ive 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 Twitchs Live programming director!

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    Before this Success

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    My Early Days on Twitch

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

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

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    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

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    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

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    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!

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    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:

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    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.

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    WARFRAMEDeveloper

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

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    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 players gaming experience

  • Reach New Customers by Jumping into the Twitch EcoSystem

    The Twitchaudience isnt

    a segmentationof communities,

    but rather aWHOLE one

    where gameshave viewership

    overlap

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    Twitch Plays Pokemon

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    Creative on Twitch

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    What can Devs do with Twitch

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    What if?!

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    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?

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    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 Twitchs API to sell their game as

    a download visitors would get for subscribing to their channel.

  • Jon Carnage JoyceJonCarnage@Twitch.tv

    225 Bush St / Suite 600 San Francisco CA 94104

    Thank You!

    mailto:JonCarnage@Twitch.tv