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Warren said that often brands come onto Twitch, create their own channel and then make content thatвЂ™s out of step with the rest of the platform.

Yet the tactics that work on other social platforms tend to ring hollow on Twitch. Warren said heвЂ™s heard from a growing number of brands that вЂњwant to do something really big on Twitch.вЂќ Companies can sponsor a stream with an existing Twitch influencer, launch their own branded accounts, create a branded reaction emoticon called an emote as well as many other things. вЂњOf all of the platforms that we look at, Twitch is really one of the most interesting, and itвЂ™s the most complicated as well,вЂќ said Jamin Warren, founder of gaming-focused consultancy Twofivesix. (Amazon noted in its third quarter earnings that it was also integrating Amazon Music into Twitch, though the company has otherwise rarely mentioned Twitch.) The potential - and costs - of Twitch Last fall, after not touching the platform since it acquired it in 2014, Amazon added Twitch to its larger Amazon Advertising umbrella, in a potential signal of more to come. But it does allow for Amazon affiliate links.

Right now, Twitch doesnвЂ™t have shoppable streams the way its counterpart, Amazon Live, does. Its massive built-in audience aside, finding a niche within Twitch is an intriguing prospect - especially for e-commerce brands, because Twitch is owned by Amazon. Since then, LoserFruit, according to OвЂ™Keefe, has been using her channel to вЂњpromote self-care and self-expression, while integrating her favorite Elf products.вЂќ

He said that the company wanted to appear on Twitch to reach a predominantly Gen Z audience. That stream netted over 100,00 views, according to OвЂ™Keefe. The makeup brand started experimenting on Twitch last fall - which Patrick OвЂ™Keefe, vp of integrated marketing at Elf, said was part of his mission to вЂњtest and learn on new frontiers, and this includes Twitch.вЂќ Elf worked with a streamer named LoserFruit, who, with the help of an Elf makeup artist, used the companyвЂ™s products to recreate her Fortnite characterвЂ™s look in real life.

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