The latest #Ads of the Week featured top streamers Swagg, Mizkif, and HasanAbi partnering with Doritos, Old School Runescape, and Far Cry 6! Although many non-endemic sponsored streams have emerged lately, last week was focused on brands popular within gaming. However, moving further into Q4, live streaming may see more activations from new brands. Planning for new budgets and looking to reach the live streaming audience may be reason for more brands to run campaigns on Twitch and YouTube.
Doritos worked with Swagg during their Doritos Disruptor Series, a CoD: Warzone event featured within Twitch Rivals. Swagg, who is part of FaZe Clan, is a popular choice for Call of Duty focused sponsorships. He’s amassed a huge community through his CoD gameplay and brands are able to leverage his personal audience as well as his FaZe Clan connection. Sponsored Warzone events have been a popular option for brands and creators over the past year. Doritos have clearly identified a growing market where they can reach their targeted audience. Assuming Warzone will continue to roll out regular updates during the CoD: Vanguard lifecycle, it’s a great opportunity for Doritos to stay engaged with the CoD community.
Both Mizkif and HasanAbi held sponsored segments to showcase gameplay. While Mizkif provided a look at Old School Runescape, a game released in 2013, HasanAbi featured Far Cry 6 which was released last week. The two wildly different games are both using influencer marketing to extend reach and awareness of their product. As long as streamers cultivate engaged communities, then games, both new and old, will continue to use live streaming as a medium for digital marketing.