Creating value for fans and brands at TwitchCon Europe

Twitch CMO Rachel Delphin, writes for Esports Insider to discuss how brands can make TwitchCon attendees enjoy seeing commercial partners at events whilst also creating value for both sides.  

Gaming events are wired differently. Most often pair modern entertainment and celebrity culture with education and community. TwitchCon’s first event took place in 2015 and was designed to be a celebration of the Twitch community’s mutual passions and shared hobbies. An interactive convention for broadcasters and viewers alike to meet each other, create memories, and play together. 

Nine years later, TwitchCon has evolved into a bi-annual event that incorporates multiple stages, live music and a full Expo Hall, all while still focusing on its streaming community. Whilst TwitchCon has similar markings of a traditional music festival it still has not lost sight of what creators wanted  — a space to build connections, meet their heroes IRL, drive content creation and show off their creativity.

TwitchCon has become a platform for all forms of entertainment from art and music to hobbyists, which also symbolises how Twitch as a streaming platform has also evolved.  Even fans of ‘Just Chatting’, Twitch’s most popular category, should feel welcome to come together IRL at the event.  

Whilst TwitchCon has evolved and risen in popularity, a balancing act has started to be formed to ensure that the event maintains its original purpose whilst also optimising commercialisation.     How has Twitch maintained its balance? And why do TwitchCon attendees keep returning?

Twitch’s survey of last year’s TwitchCon Paris attendees noted that over 80% stated they enjoyed seeing brands, sponsors and exhibitors support the Twitch community. 78% of attendees spent time in the Expo Hall engaging with brands, with nearly 80% agreeing that TwitchCon shows Twitch as a vibrant engaged community. 

The gaming community values authenticity. Brands know their brand, however, it’s important to connect with fans to ensure that a partner’s message is being portrayed. As such, TwitchCon offers experiences and possibilities that interest different areas of the streaming community. When a brand is interested in TwitchCon, trying to figure out how the company fits is vital. This includes highlighting what each section of the event offers, including what each stage represents, how to create an onstage moment, and how to build a booth that allows for the right level of brand education and entertainment. 

TwitchCon sees a high volume of attendees thanks to the access it offers to some of the biggest streamers worldwide through meet-and-greets. Attendees unite at TwitchCon events due to shared passions, with Twitch being a service they typically use for entertainment.

TwitchCon is a combination of a convention where you meet your heroes, a consumer show where you get to play your favourite game, a festival where you are treated to music and a conference where you get to hear the latest technology developments. This doesn’t just provide fans with options, but it creates a multitude of pathways for brands to authentically get involved. 

Last year, TwitchCon Paris saw multiple notable brands invest in the event. Crocs, Samsung and NYX created engaging spaces that called for interaction. As highlighted in our previous article, all three brands proved to be successful activations for TwitchCon attendees due to finding the right mix of promoting their products, whilst also connecting with the community.

Crocs focused on creativity so the brand was placed in the Artist Alley, the Samsung S23 Ultra devices were made for gamers so TwitchCon created its first mobile LAN event. NYX, a professional makeup brand that wanted to inspire proud artistry and create a safe and inclusive space in gaming, sponsored the fan favourite Drag Showcase. 

This year TwitchCon Europe will take place in Rotterdam between June 29th and 30th, and promises to be bigger than ever, with more partnerships and opportunities to authentically tap into a digital-savvy Gen Z and Millennial audience. Brands looking to tap into the TwitchCon community and build a connection with gamers should reach out to Martin Howard, EMEA and APAC’s Director of Sponsorship Sales at Amazon/Twitch.