Menu
Media

Esports Broadcaster Twitch Expanding Its European Presence

Twitch is "flying under the radar in the U.K. as it prepares to push its ad business into Europe," according to Seb Joseph of DIGIDAY. Despite the brand’s European HQ in London being more than four years old, "little is known about the team behind the site people go to to watch other people play games live." VP Steve Ford "is the face of Twitch’s commercial operation in Europe," overseeing a sales team that doubled in size last year and "nearly doubled" revenue in the same period versus '16. Searches are "currently underway for commercial executives to join the team in London, including a director for a team that will broker deals with high-profile creators and creator networks across EMEA." Plans are also advancing to "grow the headcount at the company’s content studio over the coming months" following work with non-gaming brands like Kellogg’s. Twitch’s "perception problem -- at least in Europe -- stems from limited coverage of sectors outside those directly linked to gaming such as food and film." It is, however, "trying to broaden its content range to include fitness, creative, music and others." The "prevailing wisdom among advertisers is Twitch is brand play, due to the high desktop focus and large player size." Newer advertisers to the platform "are content to experiment, while the more experienced brands like Netflix and Activision go big and look to innovate." First-time Twitch advertisers in Europe, the number of which Ford claimed "doubled" last year from '16, "typically run a video campaign on the site to test its efficacy." Ford: "Once advertisers see the performance of the video [campaigns] has done well, which they can independently verify, then they want to do more" (DIGIDAY, 2/19).

SBJ Morning Buzzcast: March 19, 2024

PGA Tour/PIF inching closer? Another NWSL sale for a big return and MLB's Go Ahead Entry expands

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2018/02/20/Media/Twitch-Europe.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2018/02/20/Media/Twitch-Europe.aspx

CLOSE