GroupM and Twitch offer livestream gaming insights for brands in APAC

Twitch has partnered with media agency GroupM to give brands and advertisers across Asia Pacific access to insights into the live streaming gaming platform’s audiences. 

The move marks the first time Twitch has partnered with an agency network in Asia Pacific. The year-long deal will give GroupM's clients 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 (CTV) inventory. 

The partnership also gives GroupM’s clients access to Twitch’s solutions, which offers a suite of services from ideation to production, for bespoke ads and experiences.

Sunil Yadav, Head of Agency Development at Twitch, says, “Twitch is excited to partner with institutions that create significant impact and GroupM’s razor focus on high quality engagement for brands makes them an ideal partner for us. With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared live experiences, we are confident that GroupM will be able to deliver strong consumer experiences with our insights.”

In addition, 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. 

A power-up for performance marketers 

Gaming has become a hugely lucrative channel for brands with platforms like Twitch leading the way, attracting huge investments from power players such as Disney and Amazon. The APAC region has pioneered with shift,  made of many vibrant and diverse communities. GroupM is making a first move against rival agencies, by giving brands and performance marketers exclusive insights into these purchase-minded audiences. 

Twitch’s global community sees millions of people coming together live every day to create, interact with, and consume content. Providing content options beyond gaming, Twitch also streams live entertainment, music and art.  The partnership with Twitch will not only empower GroupM with in-depth streaming knowledge and tools to help brands, but will also enable a seamless experience working with Twitch as a platform to reach millions of gaming, music and art audiences.

John Miskelly, APAC investment director, GroupM, says: “At GroupM, we are focused on building our gaming expertise. Asia-Pacific is made of vibrant communities – especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences. We’re excited to collaborate with Twitch, and we are committed to making smarter gaming decisions for our clients based on Twitch’s unique audience insights.”

GroupM has declined to comment on the monetary value and expected ROIs of the partnership.