Twitch is deploying AI technology to create sponsored instant replays during gameplay streams, offering brands a new way to integrate advertising without disrupting the viewer experience. 

In an interview with Little Black Book, Gemma Battenbough, Twitch’s Brand Partnership Studio Lead for EMEA and APAC, said the AI system identifies significant moments during gameplay and generates instant replays that carry brand sponsorship. 

This allows advertisers to participate in peak engagement moments without interrupting the stream’s flow, contrasting with traditional methods like QR code prompts, which direct viewers away from content.

Battenbough reports that creators on the platform typically invest 30-40 hours weekly building their communities. This significant time investment translates to stronger performance metrics for brand partnerships when the collaborations align with creator values.

The platform is observing success with brands that invest in emerging creators rather than established streaming personalities. This “grassroots” approach helps brands establish credibility within gaming communities while supporting content creator growth.

Battenbough cites a recent case study where insurance provider AHM partnered with Melbourne-based streamer Panda, known for gaming and philanthropic work. The campaign integrated the brand through an animated version of the streamer that provided in-game healing mechanics, maintaining entertainment value while incorporating the brand message.

Twitch’s internal talent team now focuses on matching brands with creators based on shared values rather than surface-level compatibility. This strategy responds to the platform’s increasingly diverse user base, which extends beyond traditional gaming demographics to include casual gamers and various content formats.

The platform positions itself as an experimental space for advertising, and Battenbough notes that the Twitch community is receptive to testing new advertising approaches, particularly those that preserve the entertainment value of streams.

In a letter to the Twitch community in March, CEO Dan Clancy shared the live-streaming platform’s key priorities and product plans for 2024. 

“Our priority is to continue to be the best community-centric live streaming service,” Clancy wrote. “To do that, we need to continue to invest in Twitch so that it can evolve.”