Retail brands are having to work harder than ever to find opportunities to reach and engage with their target demographics. Ghalia Boustani, senior retail consultant at Univers Retail, said retail formats are changing and brands are having to evolve fast. Although social media platforms like X (Twitter), Instagram, and Facebook have long been staples in marketing campaigns, another medium that’s been gaining traction and proving its worth is Twitch.

Originally known as a platform for gamers to live stream their gameplay, Twitch has evolved into a diverse community, encompassing streamers specializing in a raft of interests and niches.


It’s still a veritable paradise for budding gamers too, though. All kinds of Esports and iGaming can be found on Twitch, with many streamers attracting tens of thousands of subscribers. Twitch has been seismic for the growth of poker online. Leading Twitch streaming personalities like Lex Veldhuis have provided a healthy mix of poker entertainment and education. Veldhuis is a brand ambassador for PokerStars, a long-standing online poker room, and he regularly enters their biggest online events broadcast to his viewers.

What does a Twitch streamer do?

Twitch streamers are essentially content creators who broadcast live video content to their followers, often accompanied by commentary and interaction with viewers via live chat. What sets Twitch apart from other platforms is its emphasis on live streaming and real-time engagement, fostering a sense of community and intimacy between the streamers and their audiences. This dynamic creates an environment where viewers feel personally connected to their favorite streamers, making them highly influential when it comes to purchasing decisions.

Retail brands have taken notice of this phenomenon and are increasingly leveraging Twitch streamers as a channel to promote their products and engage with potential customers. Unlike traditional advertising methods, which can sometimes feel intrusive and impersonal, partnering with Twitch streamers allows brands to tap into a pre-existing community of engaged and loyal followers.

Examples of successful Twitch collaborations with brands

There have been plenty of collaborations between prominent Twitch streamers and retail brands in recent years. Tyler “Ninja” Blevins has been one of the most successful Twitch streamers of all time. With around 19 million followers, Adidas invited him to collaborate in 2019, promoting their sportswear and gaming-related products.

Fellow streamer Imane “Pokimane” Anys is a prominent female Twitch streamer. Famed for her gaming content, as well as her broader entertainment and lifestyle content, Pokimane has collaborated with multiple makeup brands, such as ColourPop Cosmetics and Anastasia Beverly Hills, to promote their products to a largely female audience. She’s also taken part in sponsored makeup tutorials, as well as beauty challenges during her streams.

Benjamin “DrLupo” Lupo is another Esports streamer who’s been enlisted to help as part of marketing campaigns for retailers. DrLupo has joined forces with multiple charity organizations too, raising millions of dollars through initiatives like his “Build Against Cancer” Fortnite streams. He’s also partnered with gaming peripheral brands like Logitech, which seems like another logical move by the brand to reach out to the perfect demographic of viewer.

For retail brands, the benefits of collaborating with Twitch streamers are plentiful. Primarily, the streams are anything but passive or one-way, fostering feedback and real-time conversation among streamers and viewers. This can yield valuable insights into consumer preferences and trends.

It’s also important not to underestimate the influence Twitch streamers have over their audience’s purchasing decisions. Studies have shown that consumers are more likely to trust recommendations from individuals they perceive as authentic and relatable, such as their favorite streamers, rather than conventional advertisements. It also has a positive impact for retailers keen to articulate their corporate social responsibilities. By aligning with streamers who are passionate about social causes, retailers can also demonstrate and communicate their own commitments to making a positive impact on the world.

Twitch streamers are more powerful than ever in driving the marketing efforts of retail brands. Their ability to foster authentic relationships with engaged and motivated followers makes it easier for them to drive meaningful engagement, becoming an invaluable asset for those looking to grow their reach and brand awareness.