Twitch Turns “Twitch Performs Pokémon” Into A Native Advert Format

Twitch Turns “Twitch Plays Pokémon” Into A Native Ad Format

Simply over a yr in the past, tens of hundreds of individuals journeyed over to recreation-streaming service Twitch to watch one another play Pokémon, collectively.

As an alternative of streaming footage from a single participant, everybody was enjoying the identical recreation, utilizing messages within the chat channel to regulate the sport’s protagonist and his monsters by way of a script constructed by the stream’s host.

This novel concept was an enormous phenomenon referred to as “Twitch Performs Pokémon,” and the group went on to play by means of video games from different generations within the collection in addition to do loopy issues like watching a fish play Pokémon based mostly on its swimming.

“Twitch Performs Pokémon” is an engagement monster — following a single occasion can present weeks of leisure (these video games take ceaselessly to beat when individuals are continually getting into conflicting instructions), and the barrier to entry is signing up for Twitch, as anybody can enter controls by means of the chat field.

It appears Twitch has been engaged on turning that idea right into a product it may possibly present for advertisers. Beginning April sixteen, Twitch and Proctor & Gamble will launch “The Previous Spice Nature Journey,” placing a man within the woods with a bunch of hidden booby traps and foolish gags for 3 days and letting Twitch customers management him by way of instructions in chat.

A Twitch spokesperson says there’ll be a narrator going for the type of Previous Spice’s profitable “Look At Your Man” commercials, and the viewers goes to seek out some fairly wacky stuff within the woods (apparently there shall be pretend-bear arm wrestling and speaking timber).

Turning the “Twitch Performs Pokémon” format into an advert which corporations and their advert businesses can create content material for cheaply might have an enormous upside, given the excessive engagement (and potential for shortly going viral) . If this specific marketing campaign kicks off, I wouldn’t be shocked to see this a number of occasions a yr from corporations on Twitch. It’s additionally a potential choice for monetizing reside-streaming apps like Periscope and Meerkat down the street.