Twitchcon explained: how brands can connect IRL with streamers & their communities

Following the fireworks of last year’s event, which saw 14,000 people shake off the gloom of pandemic lockdowns to gather in Amsterdam, the celebratory spirit of Twitchcon will be coming back on July 8-9 - giving brands a sponsorship opportunity to invest and be associated with.

Why should brands be interested?

The vibrancy on show in Amsterdam represented the passionate and diverse nature of the Twitch audience, showing the power of Twitchcon in bringing the community together in real life. This sense of togetherness, Twitch says, is a big element of Twitchcon's success - reflecting Twitch's commitment to encouraging self-expression and individuality among its community.

Among the highlights from the 2022 event include the inaugural Twitchcon Drag Showcase, which wowed a packed audience IRL in addition to the thousands who watched online, with performances from members of the Twitch community. Presented by Irish queens Dona Tarte and Nikkie Stones, the Drag Showcase not only reflected the strong presence of the LGBTQIA+ community at Twitchcon but also proved the Twitch brand’s potential beyond gaming.

What sponsorship opportunities are on offer?

The interactive nature of the event is also extending the appeal of the event for brands beyond the specialist gaming sector. Previous brands outside the world of gaming who got involved with Twitchcon last year included professional makeup brand NYX, Amazon Prime and ecommerce platform Stock X - each keen to build communities in Europe based around gaming, fashion, tech and culture.

As for what to expect from TwitchCon 2023, Martin Howard, director of sponsorship sales at Twitch explains, “It's an epic celebration of the streamers, games, chatters, mods, cosplayers, communities, and more that bring us all together. Twitchcon is a weekend filled with awesome live performances, esports showdowns, official streamer meet and greet sessions, artists showcasing their creations, and since it’s all happening live and in-person, plenty of surprises along the way.”

And the vast range of content on offer at Twitchcon provides a broad showcase for sponsors to access. Those investing in custom opportunities, or in bespoke standout booths, in particular, have achieved impressive footfall and recognition. Opportunities include floor space branding, highest level Presenting Sponsorship, and sponsorship of elements such as the bar, arcade area, merchandise space, panel sessions, and the Twitch Rivals competitive gaming event (held in an arena with a 2,000 capacity).

Twitch’s Howard adds: “Twitchcon is a valuable opportunity for all brands looking to reach the 18-35 demographic. This is a very passionate, loyal audience and they’re highly likely to take an interest in, and get involved, with, brands associated with the event.”

Are brands welcomed by this highly engaged community?

Enthusiasm among the Twitchcon audience to connect with brands has never been more alive, as they see brand sponsors as a welcome part of the community experience. Statistics from the Amsterdam event show that 71% of attendees spent time in the Expo Hall engaging with brands, while 53% felt this was the best part of the experience.

For brands in the Expo hall at Twitchcon Amsterdam, attendees spent 11 minutes on average at each stand and engaged with 56% of brands on the Expo floor. Free samples, demos, and offering an interactive activity were all key draws for booth participation, with immersive experiences - such as shopping and playing - achieving particularly strong results.

This is perhaps a reflection of the highly engaged Twitch audience - both online and offline. Average on-site dwell time was just under five hours per day, and a strong contingent of die-hard fans (19%) spent over seven hours on-site.

Above all, Twitchcon is a live experience that provides an opportunity for the community to have fun and develop a real sense of togetherness. Howard says: “It's great for this community to come together and share their passion in real life. And it’s an opportunity for them to showcase their own content, whether that’s their art or music.”

This spirit was highlighted following last year's event, which showed the top four reasons for attending were all centered on social elements - “meeting influencers and streamers”, “meeting Twitch users IRL”, getting together with “friends and family”, and identifying Twitchcon as “a good social occasion.”

How can I find out more?

As enthusiasm builds ahead of Twitchcon 2023, it’s clear that powerful and unique community experiences are key for the Twitch community (the 2022 event showcasing just how vibrant and engaged they are - according to 65% of attendees) - not just online but in real life too, giving brand sponsors an opportunity to create high impact while boosting brand awareness and purchase intent.

Interested in sponsorship opportunities at Twitchcon 2023? Discover more about exclusive bundles including premiere floor space, premium Twitchcon media, and all promotions here.