Twitch teams up with GroupM for APAC gaming and streaming insights

Interactive livestreaming platform Twitch has partnered with media agency GroupM to enable brands and advertisers across Asia Pacific to access unique insights into Twitch’s diverse audiences. According to Twitch, this is the first time it is partnering with an agency network in Asia Pacific. The year-long partnership will allow GroupM's clients to enjoy access to insights on Twitch audiences in the region that stream Alpha, Beta, and Early Access games, as well as access to Twitch's connected TV inventory. GroupM's clients will also have access to Twitch’s solutions, which offer a full suite of services from ideation to production.

At the same time, Twitch and GroupM will co-author a playbook that is designed to help FMCG advertisers target gaming audiences across Asia Pacific, to be launched this year. The partnership will empower GroupM with in-depth streaming knowledge and tools to help brands. GroupM has declined to comment on the monetary value and expected ROIs of the partnership. 

Sunil Yadav, head of agency development at Twitch, said that GroupM’s razor focus on high-quality engagement for brands makes it an ideal partner for the platform. "With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared live experiences, it is confident that GroupM will be able to deliver strong consumer experiences with its insights," he added. 

Agreeing with him is John Miskelly, APAC investment director, GroupM, who said that APAC is made of vibrant communities - especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences. He added that the agency is committed to making smarter gaming decisions for its clients based on Twitch’s unique audience insights.

Separately, Twitch streamed a virtual live event encompassing its values in a two-hour event across key APAC markets last year. According to Twitch, the live element of its service brings another level of immersion and interactivity to the stream. The first is that the content is authentic, which is exactly what its audiences are after. Its content for the two-hour event, in particular, included "LIVE from APAC! Keynote", Twitch lockdown trends, creative best practices, and a panel on brand storytelling through community-created content. The stream had over 800 live views and more than 600 interactions, and Twitch was even shortlisted as a finalist for Best Use of Virtual Platforms at MARKETING-INTERACTIVE's PR Awards 2021.

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Photo courtesy: 123RF

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