Twitch Gaming has announced a partnership with Ally Financial and American Eagle, which will make the two brands official marketing sponsors of the Amazon-owned streaming platform. Along with brand imaging, which will be a part of the channel’s panels, American Eagle will work with Twitch Gaming to produce customized segments, as well as a five-part docuseries profiling Twitch streamers. Ally will receive category exclusivity as the official financial services partner of /twitchgaming and serve as the presenting partner of a limited-run series for underrepresented groups in the games industry called Game Changers.
“As gaming grows in popularity, Twitch Gaming provides advertisers with authentic partnerships that reach today’s most enthusiastic gaming audiences,” said Walter Jacobs, CEO of Twitch Gaming. “If you want to be youth culture, you need to adapt to what youth culture is today, not what youth culture means to you. Today, it’s gaming and esports. It used to be that you were a gamer or you were a jock. Twitch takes all of those stereotypes and melds them together. You can’t show up like a soccer mom on these spaces where kids are. You have to show up like they want to show up. Adapt and evolve your thinking to what youth culture is today. It is not one note: It is many, many notes.”
Ally sponsors a Money Moves segment on Twitch, and the digital financial services company also created an island in Animal Crossing, which it debuted on Twitch, and developed a world within Minecraft, Fintropolis, in partnership with historically Black colleges and universities to mentor students and help teach financial literacy to middle school students.
American Eagle will let highlighted streamers contribute to a collection of limited-edition merchandise that will be exclusively available through the retailer. Prior to this deal, American Eagle had already worked with individual content creators and run video advertisements on the platform.
(All information was provided by Adweek, Dot Esports, and The Esports Observer)
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