Last week, I had the chance to tune into one of the most exciting conversations happening at the intersection of gaming, creativity, and advertising.
Hosted by Max Rottenaicher, Amerge Germany’s Managing Director and Co-Founder of wieCommerce? Podcast and John Doyle, Co-Founder and CEO of Amerge, the podcast took place during the iconic Cannes Lions Festival of Creativity. Andrea Garabedian, Global Director of Twitch PBS joined them to dive into one of my favorite platforms – Twitch – and how it’s reshaping brand engagement.
As a marketer and gamer myself (with way too many hours logged watching Twitch streams), this one hit close to home.
▶️ Watch the full podcast now to catch all the insights from Cannes Lions!
🏰 Why Cannes? Why Twitch?
The Cannes Lions Festival is where the world’s biggest creative thinkers meet to push boundaries – so it’s only fitting Amazon Ads set up a dedicated space to talk about Twitch’s growing influence beyond gaming. And let’s be honest, there’s no better place than Cannes to spark bold conversations about how Twitch is reshaping culture, one stream at a time.
🎮 Twitch Today: More Than Just Gaming
For those still asking “What exactly is Twitch?” – think interactive, real-time content where communities come together over shared passions. It’s like live radio meets video, but with creators running the show and audiences actively engaging in the moment.
Twitch isn’t just about gaming anymore. Categories like Just Chatting, music, sports, and lifestyle content are booming – and with creators like Ibai hosting massive influencer boxing events or DJs bringing live club vibes into homes, the platform’s diversity is growing fast.
✨ Brand Opportunities in the Twitch Era:
💎 Authenticity is Non-Negotiable
John Doyle, CEO and Founder of Amerge, asks:
“A question we get from our customers all the time is how Twitch complements the wider suite of Amazon ad solutions for brands targeting EU customers. Specifically, how does it help create a more holistic approach to customer acquisition and engagement?”
Andrea Garabedian, Global Director of Twitch PBS, answers:
“When you collaborate with Twitch, you’re tapping into the broader Amazon Ads portfolio. Twitch drives incremental reach since audience duplication with other Amazon products is low. We also use the same targeting signals across platforms, so advertisers benefit from a unified experience. Plus, 58% of Twitch users appreciate advertising because they understand it supports the streamers they love – reinforcing authenticity in brand partnerships.”
Success on Twitch hinges on authentic creator partnerships. Over 60% of viewers say the right creator-brand fit matters – forcing marketers to move beyond generic ads toward genuine integrations.
🎯 Think Full Funnel, Think Twitch
Through Amazon’s wider Ad ecosystem, Twitch offers incremental reach. You’re not just buying impressions – you’re accessing highly engaged, passionate communities that respect brands supporting their favorite creators.
🚀 Start Small, Scale Smart
For brands new to Twitch, begin with proven formats like video and display via Amazon DSP. Once you understand the audience, level up to creator sponsorships and bespoke campaigns with Twitch’s in-house Brand Partnership Studio – the same team behind award-winning activations.
📲 Mobile-First Future
Expect more vertical, interactive ad formats optimized for mobile. As Twitch leans into short-form and vertical video (hello, TikTok effect), brands can meet audiences where they scroll.
Curious how your brand can tap into Twitch’s community-driven marketing space? At Amerge, as an Amazon Advanced Partner, we help brands craft meaningful, scalable campaigns on platforms like Twitch. Let’s explore your strategy together.
🌎 Real-World Wins:
From Spain’s tourism board using Roblox to promote Andalucia, to Nike’s record-breaking 10 million-viewer live stream during a basketball tournament – Twitch activations are no longer side projects, they’re culture-driving, performance-powered campaigns.
📖 A New Chapter for Brands and Creators
As Twitch expands beyond gaming, it’s becoming a playground for brands that value creativity, community, and authenticity. And if you’re not thinking about Twitch as part of your holistic marketing mix yet – it might be time to connect with Amerge and see what’s possible.
🎙️ Want more insights from the front lines of Amazon, advertising, e-commerce and Online-Marketing? Stay tuned for the next podcast of wieCommerce? Podcast with Max.
