Case Study: PlayStation Influencers Plug Into Virtual Reality Headset

playstation-influencers

Instagram & YouTube Influencer Marketing Case Study: PlayStation Marketing Teams Up With Tech & Gaming Influencers

For the most part, influencer marketing and gaming go hand-in-hand. Leading gaming influencers—whether they’re Twitch streamers, YouTubers, or stars at the top of professional esports—are becoming centerpieces of influence in a booming market. Gaming influencers are trusted by their fans to a strong degree, making them perfect candidates for brand endorsements.

This hasn’t gone unnoticed, least of all by brands and marketers looking to tap into that all-important Millennial demographic. You don’t need to look far to find influencers and creators of all disciplines being employed to promote various brands, from mobile games to chocolate to underwear.

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PlayStation generally has its finger on the pulse when it comes to marketing and is no stranger to influencer marketing. With 18 million followers on its main Instagram and 38,000 followers on its regional Canadian account, it makes perfect sense to leverage the following and garner some positive engagement for the brand.

PlayStation Marketing Goes Small To Hit Big With Gaming Community

With buzz surrounding the announcement that Sony is currently working on a new gaming console to succeed the PS4, maintaining goodwill within the gaming community will be a major objective in the run-up to any potential launch.

PlayStation VR, the company’s flagship virtual reality headset, remains high on the agenda as the company’s most important periphery. This campaign, aimed exclusively at a Canadian audience, leveraged smaller-tiered influencers—often employed by brands because of their propensity to drive higher relative engagement rates—to head up their push.

Goals

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  • Increase awareness of the PlayStation VR headset
  • Drive engagement with its regional Canadian account
  • Use tech influencers to bridge the gap between tech audiences and gamers

Approach

  • Channels: Instagram and Youtube
  • Influencers: Canadian tech and gaming influencers, including mid-tier, micro-, and nano-influencers.

Preview Of Influencers

Themes

In keeping with longtime campaign messages that PlayStation has employed for several years, the themes of this effort reflect an emphasis on gamers and positive gaming experiences with their products:

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  • With the exception of one, all the influencers uploaded two posts for the campaign.
  • All but one of the posts were images, with one short, looped video being the exception.
  • Influencers used the hashtags #PlayStationVR, #ITriedPSVR, and #PSVR, while also tagging @PlayStationCA.
  • Each marked their posts as #sponsored or #ad or used Instagram’s paid partnership tag.
  • Captions ranged from short blurbs showing off the headset to longer captions featuring brief VR game reviews.

Results

Combined Results: 9 posts total

Social Reach

  • Instagram followers targeted: 200,894
  • YouTube subscribers targeted: 941,882

Instagram Engagement

  • Likes: 12,728
  • Comments: 230
  • Engagement rate (overall average): 3.64%

YouTube Engagement

  • Views: 28,322
  • Likes: 1,324
  • Comments: 368
  • Engagement rate (overall average): 3.19%

Karl Conrad Shows Off Snazzy System

Karl Conrad, a YouTuber boasting half a million subscribers on the platform, is known for his vlogs demonstrating all kinds of tech—from phones to TVs to laptops. In his highest-performing Instagram post, Conrad shows fans a custom orange PS4 with a VR headset in full view.

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In the caption, he praises the large catalog of games available to him and asks his 72,000 followers what their favorite VR game is. He incorporates all the associated PlayStation tags, in addition to an #ad tag at the beginning. He garnered 3,490 likes and 117 comments for an impressive engagement rate of 5%.

Tyler Stalman Imagines Childlike Wonder

Tyler Stalman, a professional photographer approaching 200,000 followers on YouTube, is a tech vlogger who places an emphasis on reviewing camera gear in addition to hosting his own podcast.

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In his post, Stalman wonders what his 12-year-old self would have thought of the VR headset in a positive reflection of the tech. He again uses the hashtags consistent with campaign along with a #sponsored tag. Stalman got 2,536 likes and 19 comments from his 53,200 Instagram followers for an engagement rate of 4.8%.

The Girly Geek Straps On VR For Fans

The Girly Geek, also known as Erin, is a writer and blogger is a nano-influencer with an Instagram following of just under 10,000. She frequently posts about games and gaming culture for her fans.

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Her post features her trying out the VR with a copy of Skyrim in-hand. Her caption, like the others, is personalized, with her talking about enjoying the experience she’s had playing the game in VR. She is consistent with the campaign hashtags and singles out @PlayStationCA with a ‘thank-you.’ With 354 likes and 17 comments, she accrued an engagement rate of 3.8%.

Conrad Shows Subscribers Custom Setup In YouTube Vlog

Two of the influencers took the campaigns to their YouTube channels (the other being Justin Tse), with Karl Conrad giving his fans a vlog about his custom PlayStation and his VR setup.

He again touted the extensive library and mentioned the sponsorship with PlayStation, linking to the official VR site page. With 500,000 subscribers, his view count for the video of 9,725 is relatively low. It’s worth noting, however, that the total likes and comments on the video was 890, meaning an engagement rate among viewers of the video of 9.2%. In terms of average video views though, he performed well under his normal range of 50,000 views per video.

Takeaways

  • PlayStation marketing primarily employed tech and gaming influencers for the campaign to garner interest in their flagship piece of gaming tech.
  • PlayStation influencers were all mid-tier or lower, suggesting an attempt by PlayStation to drive solid engagement at a smaller scale than larger influencer marketing campaigns.
  • Tech influencers often have strong authority among fans for their knowledge of peripheries, making them the ideal cheerleaders for PlayStation’s VR set campaign.
  • Cross-channel promotion on Instagram and YouTube proved to be valuable in showcasing the PlayStation VR to a wider and more varied audience.

30 Top Gaming Influencers To Follow In 2019

top gaming influencers

For the latest authoritative social media and influencer marketing news, trends, and statistics, subscribe to our industry digest newsletter! 

30 Top Gamers Have More Than 340M Subscribers Across Major Gaming Platforms

By 2021, the global gaming market is expected to exceed $180 billion in revenue—a 30.6% increase from $137.9 billion in 2018. In the last few years, gaming has grown more significant on existing platforms like YouTube and Facebook, but it has also spurred the creation of dedicated livestream gaming platforms, like Twitch and Caffeine.tv.

Even staying up-to-date on gaming terms has proven crucial to understanding the industry’s growing value. As a result, the gaming community has evolved to include a wide variety of gaming influencers in different gaming niches.

From the top female YouTube gamers and the overall top gaming YouTubers, to the top female Twitch streamers and most followed Twitch influencers, online gamers have established an impressive cross-platform presence. As these gaming platforms duke it out, most gamers are maximizing their presence across multiple gaming platforms.

As the gaming industry landscape diversifies more, brands interested in partnering with the leading gaming influencers need to keep up with the changing tides. To help, we’ve collected a list of the 30 top gaming influencers in 2019 (nine of which are females) who reach more than 340 million subscribers on their top gaming channels:

  1. PewDiePie
  2. VanossGaming
  3. Markiplier
  4. Ninja
  5. Jacksepticeye
  6. DanTDM
  7. KSI
  8. SSSniperWolf
  9. W2S
  10. Syndicate
  11. TFue
  12. IHasCupquake
  13. Shroud
  14. tsm_myth
  15. Gaming With Jen
  16. LDShadowLady
  17. Aphmau
  18. Summit1g
  19. Tim The Tat Man
  20. Dakotaz
  21. Riot Games
  22. Pokimane
  23. DrDisrespect
  24. DrLupo
  25. Little Kelly Minecraft
  26. Nightblue3
  27. ImaQTpie
  28. LIRIK
  29. StacyPlays
  30. KittyPlays

Continue reading “30 Top Gaming Influencers To Follow In 2019”

How Much Do Top Twitch Streamers Make?

twitch streamers make 23 million

How Much Do Twitch Streamers Make? The Top 10 Earn Over $20 Million A Year

UPDATE November 2, 2018 — This post has been updated to reflect official announcements at TwitchCon 2018, including streamer monetization and new features. 

  1. 10 Most Popular Twitch Creators And Estimated Income
  2. Methodology: How Much Do Twitch Streamers Earn
  3. 7 Ways That Streamers Monetize Their Twitch Channels

Twitch.tv, a livestreaming video platform, was purchased by Amazon for $970 million back in September 2014. Since then, many gamers have taken to the platform to share their craft with the gaming world. The more successful streamers have gone on to catapult their gaming accounts into the business realm, raking in thousands of dollars per month.

At an estimated $23 million in total yearly revenue, the top 10 most popular Twitch streamers have laid claim to an empire that appears to only keep expanding since Twitch launched in 2011. Based on this data alone, the platform could be on track to outpace its rival, YouTube Gaming. While YouTube and Twitch battle it out for dominance in the video game livestreaming arena, onlookers can witness and contribute to the immense amount of money coursing through Twitch’s top streamers.

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The Top 10 Most Popular Twitch Streamers Make A Whopping $23 Million In Total Yearly Revenue

How do Twitch streamers make money? Top players have several sources of income, including paid subscription revenue, donations and Bit Cheers, advertising revenue, sponsorships, affiliate sales, and merchandise sales. Professional Twitch streamers can make hundreds of thousands or even millions of dollars per year by sharing live videos on the platform.

But how much do Twitch streamers make a year? Among the top 10 Twitch streamers are businessmen who know how to monetize their expertise in gaming by broadcasting it to hundreds of thousands, if not millions, of fans who eagerly watch in anticipation and support of their next move. Through their savvy gaming decisions, each of the most popular streamers rakes in upwards of $1 million per year.

Related Post: What Is Twitch? A Marketer’s Guide To The Livestreaming Platform

Top 10 Twitch Streamers: Most Popular Twitch Creators In Terms Of Subscribers

Below are the most popular Twitch streamers in descending order of subscribers:

  • Ninja
  • Shroud
  • TimTheTatman
  • DrLupo
  • DrDisRespectLIVE
  • MOONMOON_OW
  • AdmiralBahroo
  • Sodapoppin
  • LIRIK
  • Tsm_Myth

1. Ninja

Richard “Tyler” Blevins, also known as Ninja, is the Twitch streamer with the most subscribers and average viewership as of 2018. He gained popularity by streaming Fortnite regularly, which happened as Twitch’s own popularity began to grow. His prowess and rapid success enabled Ninja to become the first Twitch channel to amass 10 million followers. His yearly estimated revenue of $5,417,447 also makes him the highest earning Twitch streamer.

  • Metrics
    • Twitch subscribers – 94,369
    • Average Viewers Per Week – 81,654
    • Average Bit Cheers – 2,636,291
  • Revenue
    • Subscription – $3,955,571
    • Ad – $509,521
    • Bit Donations – $316,354.92
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

2. Shroud

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Michael Grzesiek, otherwise known as Shroud in the Twitch world, is a full-time streamer focused on multiplayer battle arena games. The Canadian got his start as an eSports competitive gamer but his Twitch streaming quickly boosted his fame. He earns an estimated $3,193,097 in revenue per year.

  • Metrics
    • Twitch subscribers – 55,263
    • Average Viewers Per Week – 29,287
    • Average Bit Cheers – 482,852
  • Revenue
    • Subscription – $2,316,404
    • Ad – $182,751
    • Bit Donations – $57,942
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

3. TimTheTatman

As one of the gaming world’s most zealous broadcasters, Timothy John Bater has made big waves on Twitch. His gaming skills didn’t take long to gain traction, with his focus on games like Overwatch, Counter-Strike: Global Offensive, and World of Warcraft. On average, Tim brings home around an estimated $2,770,287 a year.

  • Metrics
    • Twitch subscribers – 43,005
    • Average Viewers Per Week – 23,676
    • Average Bit Cheers – 1,532,925
  • Revenue
    • Subscription – $1,802,598
    • Ad – $147,738
    • Bit Donations – $183,951
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

4. DrLupo

Ben, who goes by DrLupo or Lupo, is a top gamer and livestreamer who plays PUBG and Fortnite professionally. He won exposure through playing with Fortnite sensation, Ninja, and quickly grew his fan base into the millions. His yearly revenue sits just below $2 million at an estimated $1,963,700.

  • Metrics
    • Twitch subscribers – 26,034
    • Average Viewers Per Week – 9,569
    • Average Bit Cheers – 1,472,899
  • Revenue
    • Subscription – $1,091,241
    • Ad – $59,711
    • Bit Donations – $176,747
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

5. DrDisRespectLIVE

Guy Beahm goes by the more commonly known alias, DrDisRespect, and is a highly popular internet and gaming entertainer. He emerged onto the Twitch scene while playing battle royale video games and gained a large following shortly after. His estimated yearly income from Twitch earnings puts him at #5 on the list, with approximately $1,791,453 a year.

  • Metrics
    • Twitch subscribers – 25,189
    • Average Viewers Per Week – 15,005
    • Average Bit Cheers – 50,001
  • Revenue
    • Subscription – $1,055,822
    • Ad – $93,631
    • Bit Donations – $6,000
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

6. MOONMOON_OW

moonmoon_ow-twitch

Livestreaming professional and anime enthusiast, this gamer earned a mass following on the platform putting him on the market for bigger deals. He earns an estimated amount of $1,726,966 in Twitch revenue per year.

  • Metrics
    • Twitch subscribers – 24,028
    • Average Viewers Per Week – 9,238
    • Average Bit Cheers – 218,030
  • Revenue
    • Subscription – $1,007,158
    • Ad – $57,645
    • Bit Donations – $26,163
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

7. AdmiralBahroo

This Twitch Partner is an avid gamer who amassed a following through his antics and Panda “roo” Twitch emotes. He brings in a yearly estimated revenue of $1,688,351.

  • Metrics
    • Twitch subscribers – 20,950
    • Average Viewers Per Week – 8,760
    • Average Bit Cheers – 996,235
  • Revenue
    • Subscription – $878,140
    • Ad – $54,662
    • Bit Donations – $119,548
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

8. Sodapoppin

sodapoppin-twitch

Thomas Chance Morris IV, otherwise known as Sodapoppin on Twitch, is a top streamer and World of Warcraft player with one of the largest WoW followings. He used to co-own the Canadian eSports organization, Northern Gaming. He now streams a variety of games, generating an estimated $1,666,707 in yearly revenue.

  • Metrics
    • Twitch subscribers – 19,595
    • Average Viewers Per Week – 26,830
    • Average Bit Cheers – 349,531
  • Revenue
    • Subscription – $821,344
    • Ad – $167,419
    • Bit Donations – $41,943
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

9. LIRIK

Saqib Zahid is a livestreaming phenomenon with one of the largest Twitch followings. While starting with World of Warcraft, his popularity peaked from consistent streaming of playing DayZ. He makes an estimated total of $1,545,598 a year.

  • Metrics
    • Twitch subscribers – 19,018
    • Average Viewers Per Week – 12,931
    • Average Bit Cheers – 264,580
  • Revenue
    • Subscription – $797,158
    • Ad – $80,689
    • Bit Donations – $31,749
    • Average Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

10. Tsm_Myth

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Ali Kabbali is a young professional Fortnite player who earned a large following through his Battle Royale streams. He then joined a team and participated in tournaments which lifted his fame even more. He rounds out the list of top 10 with an estimated yearly earning of $1,330,275.

  • Metrics
    • Twitch subscribers – 13,840
    • Average Viewers Per Week – 9,924
    • Average Bit Cheers – 435,269
  • Revenue
    • Subscription – $580,117
    • Ad – $61,926
    • Bit Donations – $52,232
    • Average Estimated Sponsorship – $600,000
    • Average Estimated YouTube Compensation – $36,000

Related Post: Top Twitch Influencers To Know

Methodology

The lucrative business of Twitch does not have complete transparency when it comes to streaming income. There’s no simple formula to answer the question, “how much do Twitch streamers make?” Using tidbits of available information on how Twitch streamers pull in money, we’ve calculated the estimated annual revenue each streamer earns to put Twitch payouts into perspective.

Our methodology relies upon the availability of Twitch metrics and formulas, and we’ve factored in estimates from Twitch streamers’ commentary on varying revenue sources.

  1. Subscriber Count: Determine top 10 Twitch streamers based on the official tally of current subscriber counts.
  2. Subscription Revenue: Calculate total monthly revenue based on Twitch’s subscription revenue model of $4.99 per subscriber per month, in which top Twitch streamers earn approximately 70% of that total. Multiply by 12 (months) to arrive at the estimated yearly subscription revenue.
  3. Ad Revenue: Find the average concurrent viewership for last 7 days and multiply by the amount of estimated commercials run while streaming (At a $1.00 eCPM, if a streamer runs three commercials per hour and streams for eight hours a day, five days a week, they’d run a total of 120 commercials per week).
    • For reference: Twitch calculates an “effective cost per 1000 impressions” (eCPM) by taking into account blocked ads via Ad-Block.
    • Divide this number by 1000 “blocks” of views (based on the $1.00 eCPM) to get the weekly ad revenue, then multiply this by 52 (weeks) to arrive at estimated yearly ad revenue.
  4. Bit Donations: Find average estimated Bits Cheers for given month and calculate revenue earned based on Twitch’s model of paying Twitch streamers one cent for each Bit that is used in the chatroom. Multiply this by 12 (months) for the estimated yearly Bits revenue.
  5. Brand Sponsorships: Estimate the average sponsorships revenue they receive (we conservatively estimated this amount to be $50,000 per month based on Gamebyte’s speculation of top streamers earning up to $100,000 in sponsorship earnings per month).
  6. *Note: These calculations fluctuate by how much they stream per week, their negotiated rates with Twitch and brands, as well as how many subscribers they have.
  7. Metrics Not Factored In: We did not factor in merchandise earnings nor direct donations via PayPal or other peer-to-peer payment platforms for this estimation. We chose to exclude these types of transactions because they are more confidential (therefore difficult to track) and much less consistent month-over-month.

7 Ways That Twitch Streamers Monetize Their Channels To Earn Money

Here’s a deeper dive into ways that Twitch streamers make money.
How do Twitch streamers make money?

  1. Paid subscription revenue to Twitch streamers’ official channels
  2. Donations and Bit Cheers from Twitch followers
  3. Advertising revenue via Twitch and other social channels
  4. Sponsorships from video game industry brands
  5. Professional gaming, including eSports sponsorships and winning tournaments
  6. Affiliate sales
  7. Merchandise sales

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Twitch is known for its generous monetization options for creators. This opportunity for gamers to make money has fueled the popularity of the niche platform in spite of fierce competition from behemoths like YouTube Gaming and Facebook Gaming. Video game enthusiasts flock to Twitch to watch elite gamers play popular games, rewarding them by becoming a paid channel subscriber or sending “Bits,” Twitch’s virtual currency. Even beyond the Twitch platform, professional gamers have found ways to earn a living by tapping into their fervent fanbase.

How Do Twitch Streamers Make Money? 7 Ways To Monetize Gaming To Receive A Twitch Payout

1. Channel Subscription Revenue

twitch-channel-subscription

Twitch Payout: Partner & Affiliate Programs

A primary way that Twitch streamers can earn revenue is channel subscriptions. As Twitch explains, “subscriptions let your community support you on a consistent basis and get rewarded with exclusive perks for doing so.” Twitch splits the subscription revenue with streamers, meaning that streamers earn half of all subscription fees.

Twitch streamers can apply to become part of Twitch Partners, Twitch’s official designation of the most popular video game broadcasters. Becoming a Twitch Partner allows the streamer a range of exclusive features, many of which are specifically designed to help them monetize their channel. Twitch also has a program called Twitch Affiliates, which allows gamers with a more modest following to earn revenue through subscriptions and other means.

Pricing For Twitch Subscribers

Viewers may choose from three sub-tiers for monthly subscriptions:

  • $4.99
  • $9.99
  • $24.99

Subscription fees grant viewers additional perks, with each tier corresponding to better rewards. Special perks include the use of custom Cheermotes, a subscriber-only chatroom, and the ability to watch livestreams ad-free. Subscriptions auto-renew each month, providing a reliable recurring revenue stream for Twitch streamers.

Twitch users can purchase and gift subscriptions to other members. Amazon Prime members receive one free month of subscription, although it doesn’t auto-renew. Still, Prime subscribers get a foot in the door, leading to more potential paid subscribers down the line.

Related Post: Top 10 Female Twitch Streamers

2. Cheers & Donations From Subscribers

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Bits, Cheers, & Cheermotes

Channel subscribers can support their favorite Twitch influencers by purchasing Twitch’s virtual currency known as “Bits.” Users can purchase Bits in the following denominations:

  • 1000 Bits – $10.00
  • 100 Bits – $1.40
  • 500 Bits – $7.00
  • 1500 Bits – $19.95
  • 5000 Bits – $64.40
  • 10000 Bits – $126.00
  • 25000 Bits – $308.00

These Bits can be redeemed to “Cheer”—users simply type “cheer” in their chat box and enter the number of Bits they want to spend.

The Cheer is displayed in the chatroom as an animated gif, either a Bit gem or a “Cheermote,” Twitch’s version of emojis. Twitch Partners can create customized Cheermotes, which only their channel subscribers can use.

bits-twitch

Streamers earn money each time their fans cheer them on—approximately $0.01 per Bit. Fans typically use their Cheers to celebrate particularly exciting moments during gameplay, like when a gamer beats a boss or completes an impressive feat within a video game.

Streamers can show appreciation for Cheers by posting a leaderboard on their profile page.

Donations

Twitch fans will give pure donations via Paypal, Patreon, or other creator donation platforms. Donations, colloquially referred to as “Tips,” will range anywhere between a few dollars to thousands of dollars. Streamers can display “Donate to PayPal” icons directly on their channel homepages. Donations can be especially lucrative because Twitch streamers will earn 100% of the donation, minus a transaction fee.

Several niche platforms have cropped up within the Twitch economy specifically to help streamers bring in donation funds, like Streamlabs and StreamElements. Some players use other payment platforms to solicit donations in cryptocurrency.

Some streamers set up “milestones” for donations, with specific goals attached to aspirational dollar amounts. These donation goals can be ordinary (e.g., paying rent, college tuition) or playful (e.g., cash for pizza, tattoos).

When a fan donates during a livestream, it’s broadcasted in the chatbox along with a message. Twitch streamers frequently read the message aloud and respond while they’re on-air to show gratitude for the donation.

3. Ad Revenue

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Twitch Ad Revenue

Ad revenue is another monetization channel for popular Twitch streamers. Similar to YouTube video ads, both pre-roll and interstitial ads play whenever a viewer tunes in to a livestream or watches a prerecorded gaming stream or clip. Twitch’s ad revenue falls under a flat-rate CPM model.

twitch-platform-tim-the-tatman-tatroad

Users who are Twitch Prime members or use ad-blockers will not see ads. In addition, channels will not display ads to users who pay for a subscription. Twitch recently announced that they will be phasing out ad-free viewing as a Twitch Prime perk, in an effort to support a crucial revenue stream for creators.

Reposting Twitch Videos To Other Video Platforms

Twitch influencers frequently repost their livestream videos on other channels, including YouTube Gaming, Facebook Gaming, and other video platforms. Creators edit lengthy livestreams, linking gameplay highlights into compilation videos. In this way, streamers can generate additional ad revenue by reaching audiences who aren’t on Twitch.

4. Twitch Influencers Partnering With Brands

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Twitch streamers frequently partner with brands, a niche of influencer marketing that’s gamer-specific. Streamers can work with brands as either a one-time campaign or an ongoing, long-term brand ambassadorship. Livestreaming platforms (e.g. StreamElements) give Twitch streamers exclusive access to leading brands for influencer marketing campaigns and activations.

Naturally, video game industry advertisers are the most common sponsors. As Twitch grows in popularity, non-gaming brands are increasingly partnering with Twitch creators for influencer marketing campaigns.

Common types of brand sponsorships:

  • Product Sponsorships: Twitch creators promote a brand’s product, which could be computer gear, streaming software, or a game title.
  • Tournament Sponsorships: Brands will cover the cost for creators to participate in competitions, covering travel expenses and sign-up fees. Many video game industry brands host their own tournaments and choose to sponsor creators both to play and promote the tournament.

Twitch creators and brands work together in a variety of ways:

  • Content Creation: Brands and creators collaborate on content, like sponsored livestream, unboxing, tutorials, giveaway, and review videos.
  • Product Development: Brands solicit feedback from creators for in-development products.
  • Driving Affiliate Sales: Brands work with creators to sell their products to Twitch fans. Streamers are given special discount codes and tracking links, which allows them to earn a commission whenever a product is sold through their channels (more on affiliate links below).

5. Sponsorships: Twitch Streamers Join An eSports League Or Partner With Brands

twitch-platform-esports-revenue-growth

eSports – The Business Of Video Games

Professional video gaming is big business. eSports, which is short for electronic sports, is the colloquial name for the international competitive video gaming community. It’s estimated that total revenue for the eSports industry is currently over $906 million, and projected to be worth more than $1.5 billion by 2021.

eSports has evolved into its own subculture, as eSports leagues and corporate sponsorship of tournaments have grown in scope to be comparable to mainstream sports like soccer or tennis. A casual glance at ESPN’s eSports portal confirms that eSports is a worldwide phenomenon with its own superstars and rivalries, on both an individual and team level.

Twitch Streamers Compete Competitively

Twitch streamers can attract sponsorship deals as individual players or by joining a team that’s part of an eSports league. Player sponsorships can range from several thousand to hundreds of thousand dollars, depending on the size of the deal.

The biggest eSports teams operate as businesses, employing both professional gamers and management staff full-time. Gamers practice 8+ hours per day to train for tournaments. As far as income, up-and-coming gamers usually receive a baseline salary, sponsorship to play in tournaments, and expense reimbursements for travel and gaming gear. Exceptionally skilled gamers receive these same benefits, plus a more generous sign-up bonus and a higher salary.

Cash prizes for winning tournaments—which can be millions of dollars at elite competitions—are another source of income. The bounty is usually split amongst players and other staff. Owners of eSports leagues have the liberty to adjust their roster strategically; gamers operate as free agents, meaning they aren’t bound to a specific league outside of preset contracts.

6. Affiliate Sales

Practically all Twitch creators bring in money through affiliate programs. An affiliate sale is broadly defined as an online transaction that was driven by a third party promoter. In the Twitch universe, a Twitch user clicks a banner ad on a streamer’s profile page, makes a purchase on a retailer’s site, then the streamer receives a fraction of the total revenue from that sale.

amazon-blacksmith-twitch

Twitch offers a catalog of Extensions which streamers can embed into their profile page. The most common types of affiliate integrations are:

  • Amazon Blacksmith: An official Amazon extension which allows creators to share their “Top Gear List,”  which includes gaming products, broadcast gear, and PC hardware. This program was previously known as “Gear on Amazon.”
  • Amazon Wishlists: A list of the streamer’s desired gear – often for technology upgrades which will benefit the quality of the channel for viewers. If a fan purchases a wishlist item, the streamer will receive the item itself and an affiliate commission.
  • Banner/Text Ads: Creators post banner or text advertisements with affiliate links to encourage their fans to make a purchase. Although gaming industry brands are most commonly advertised, really any product or service is advertised on Twitch.

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Twitch allows streamers to customize their profile page and include both banners and text links to any site. Each creator has full design control over their profile page, which injects variety into the ads.

G FUEL Energy, the official energy drink of eSports, partners with many Twitch streamers who each put their own spin on the ad.

7. Twitch Merchandise Sales

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Streamers can design and sell customized merchandise through their channels. Popular types of merch include apparel (especially t-shirts and hoodies), hats, coffee mugs, stickers, and phone cases. At TwitchCon 2018, Twitch announced a new extension which allows viewers to shop for merch while watching a stream (rather than being taken off Twitch to a separate tab).

Platforms For Producing Custom Twitch Merchandise

The rise of social media has spawned many companies that specialize in helping creators design and sell merch products to their fan communities. Design By Human, INTO THE AM, and Teespring are all popular on Twitch, streamlining the process of producing products. These platforms simplify each step, providing drag-and-drop design modules, manufacturing the product, and managing order fulfillment and checkout. In addition, Twitch’s parent company launched the Merch by Amazon, which allows Twitch partners to sell their merchandise through Amazon. Merch by Amazon is invite-only and comes with the benefits of Amazon’s fulfillment, customer service, and Prime shipping.

The Top 10 Female Twitch Streamers To Watch Now

top female twitch streamers

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The Top Female Gamers On Twitch Prove That Gaming Is For Everyone — Girls Included

Though gaming is often seen as a man’s world and is dominated largely by male influencers in the gaming space, women make up a large portion of the gaming industry. In fact, 41% percent of gamers are women, and these women typically play a wide variety of games, from first person shooters and online collectible card games to RPGs and MMORPGs.

A number of women have taken their passion for games and their creative talents online, making names for themselves as top streamers on Twitch and YouTube. In 2016, Mediakix identified the top female gamers on YouTube. In 2017, we’re recognizing some of the top Twitch talents with this guide to the top female Twitch streamers.

Female Twitch streamers may not see the millions of subscribers that top gaming YouTubers are known for, but Twitch offers streamers a tight-knight community of followers, subscribers, donors, and tippers. Through sponsored content, affiliate links, partnering with brands for sales through channels, user subscriptions, and contributions, Twitch streamers have a number of revenue streams available to them, and many of the biggest streamers have made Twitch their full-time jobs. In some cases, Twitch streamers opt to join livestreaming platforms (e.g. StreamElements) in order to work on brand partnership campaigns.

1. KittyPlaysGames

Kristen goes by KittyPlays on the internet and is one of Twitch’s top talents. She streams twice a day and covers a variety of games like PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG) and Overwatch. KittyPlays is also known for her vlog content, where she brings viewers along as she travels, cooks, and even races supercars. Over 760,000 followers look to KittyPlays for engaging gaming (and lifestyle) content on Twitch.

2. LegendaryLea

Lea May Currier is LegendaryLea online, and she uses her Twitch channel to share gaming content with nearly 620,000 followers. Recent games of choice have included World of Warcraft and Overwatch, but her primary game is Hearthstone. That said, she’s been known to shake up content every once in a while, adding games like Sims 4 to her repertoire.

3. ItsHAFU

ItsHAFU (real name Rumay Wang) specializes in Hearthstone, and she’s one of the world’s top players. Wang is known among her nearly 500,000 followers for her Arena streams, a distinct Hearthstone game mode in which players compete with special decks. It’s not just Hearthstone that Wang’s known for, though. She also played World of Warcraft professionally and has won several top titles in WoW.

4. Kaceytron

Kaceytron streams regularly, five days per week. She plays a variety of games on her channel, though she’s best known for playing League of Legends. That said, Kaceytron also frequently streams content with Overwatch, World of Warcraft, Counter-Strike: Global Offensive (CS:GO) and Grand Theft Auto V. Known for her bold personality and unapologetic (if often crude) sense of humor, Kaceytron reaches nearly 470,000 followers on Twitch.

5. DizzyKitten

DizzyKitten streams a variety of games on her channel, but PUBG is the most frequent. Streaming since 2013, Dizzy has amassed a loyal fanbase of more than 465,000 followers, and often shares her personality and engaging spirit with fans during her regular weekday streams. Many streamers go live regularly, but Dizzy commits to full 5-hour streams (8pm-1am CST) five days per week.

6. 2MGoverCSquared

Ally is the gaming expert behind 2MGoverCSquared, a popular Twitch channel with more than 450,000 followers. Though she specializes in Counter-Strike: Global Offensive, she’s been known to include other games like Injustice 2 and PUBG on her channel, too. Her username is a representation of the Schwarzschild radius, and she’s been known to share her interests (from science and beyond) with her followers.

7. DingleDerper

DingleDerper (known IRL as Tory) streams a lot of Counter-Strike: Global Offensive and PUBG content, like many of her fellow top streamers, but she’s also known for sharing part of her life with her more than 370,000 followers. Tory includes frequent vlogs on her channel and keeps her followers up-to-date on her life. From travel vlogs to drunk streams, DingleDerper keeps her content fresh and varied.

8. Loserfruit

Plenty of streamers are known for their variety, but very few streamers succeed with a diverse library of content the way Loserfruit’s done. She plays a lot of Overwatch and Witcher 3 on streams, but has plenty of vlog content, too. Loserfruit also streams Creative content, including editing streams in which she edits while broadcasting. Her content reaches over 360,000 followers, and she’s known for engaging and humorous personality.

9. Miss_Rage

Miss_Rage is an Austrian gamer who frequently broadcasts Counter-Strike: Global Offensive, League of Legends, Overwatch, and World of Warcraft. She doesn’t have a set streaming schedule, nor does she stick to specific streaming times like some of her peers. More than 350,000 Twitch users follow Miss_Rage and keep coming back for her live broadcasts, stream highlights, giveaways, and more.

10. Ms_Vixen

Lanai Gara goes by “Ms Vixen” online and shares her affinity for games like Call of Duty, Battlefield 1, PUBG, LawBreakers, Mario Kart 8, and more with nearly 280,000 followers. Gara plays a wide variety of game, but first person shooters are her primary of expertise. In fact, in 2008-2009, Gara was the world’s number one ranked player in Call of Duty: World at War Free For All.