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How video games and e-sports present new perspectives
Streaming & Gaming: a powerful tool to reach digital audiences
How does live streaming work?
Live streaming refers to broadcasting audiovisual content in real time over the internet or on a social media platform. Unlike traditional video content that needs to be downloaded before viewing, live streaming allows users to watch instantly without waiting for a full download.
On the internet and social media, live streaming is widely used to share events, interactive sessions, conferences, discussions, and video games. It enables real-time engagement through comments, likes, and reactions from viewers.
Popular live streaming platforms include Facebook Live, Instagram Live, YouTube Live, Twitch, and X (formerly Twitter). Content creators use these platforms to engage instantly with their followers and build a more personal connection.
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What are the latest trends in gaming live streaming?
Video games, widely known as ‘gaming’, aren’t just a major segment of live streaming; they’re one of its most popular and dynamic niches. With a passionate community of players, viewers, and content creators, gaming continues to dominate the digital landscape. In 2024, Belgium boasts over 4.5 million gamers, and every day, an average of 140,000 Belgians tune in to watch live gaming streams.
Video game streaming blends multiple elements to create an engaging experience: real-time gameplay broadcasts, interactive player commentary, and live audience interactions. Viewers can engage through chat, donate, subscribe, or participate in other forms of exchange, making gaming streams highly immersive.
Today, Twitch remains the leading platform for game streaming. While YouTube is primarily known for on-demand videos, it also offers robust live streaming features widely used by gamers. Meanwhile, Facebook Gaming continues to develop its dedicated live streaming options for video game enthusiasts.
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How to integrate ads into live streaming?
Integrated advertising in live streaming allows brands to interact directly with their audience by showcasing products, answering real-time questions, and creating authentic, engaging moments. If you’re looking to connect with young, digitally savvy audiences, live streaming is an opportunity you can’t afford to miss!
When it comes to advertising within video games, the industry refers to in-game advertising (IGA). This strategy places ads directly inside the game environment, ranging from passive elements to interactive experiences. It is designed to capture the attention of both players and viewers, all while maintaining immersion. With the booming growth of online gaming, in-game advertising is a prime opportunity to engage digital-first generations.
Slice, RMB’s creative agency, collaborates with top streamers and gamers who produce all kinds of live video content. Are you thinking about launching your own live stream? Whatever your vision, our team of experts will help you craft a winning strategy to maximize audience engagement during your live broadcast. We also specialize in creating immersive and customized ad formats to make your brand stand out.
What are the benefits of live streaming for digital marketing?
Live streaming campaigns offer multiple advantages for brands:
- Real-time interaction. Live streaming enables instant and direct exchanges with your target audience. You can respond to customer or prospect comments, ask questions to better understand them, and adjust your content based on their feedback. This real-time engagement helps you build a more personal connection with your audience.
- Optimal engagement. Live streaming naturally attracts an active and engaged audience, drawn to the interactive and time-sensitive nature of live broadcasts. Viewers are more likely to react, comment, like, or share content—including branded content.
- Targeted audience. Advertising on gaming streaming platforms like Twitch or social streaming platforms like Instagram Live and YouTube Live ensures that you reach specific communities with a high level of interest in your content.
- Authenticity & credibility. Live streaming campaigns allow your brand to showcase its human side, fostering a closer and more transparent relationship with consumers. The unfiltered nature of live content enhances credibility and trust.
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Spice up your ads: explore new formats in live streaming!
Your brand or product integration into live streaming or gaming live streaming can take many forms, depending on your goals and target audience. Here are some options for integration:
- Streamer sponsorships. You can partner with a streamer or content creator through exclusive sponsorships or one-time collaborations, amplifying your brand’s reach among their loyal followers.
- Event sponsorships. Align your brand with e-sports competitions or gaming tournaments, tapping into a highly engaged, competitive audience.
- Banners. Display your banner ads during live streams or gaming sessions, ensuring your brand gets noticed in the middle of the action.
- Affiliate & promo codes. Offer live promo codes or affiliate links through streamers, gamers, or content creators, encouraging direct purchases while enhancing brand visibility.
- In-game advertising. Place your brand within the game itself during live streaming through advertising panelsor product placement, blending seamlessly into the gaming experience.
- Content creation. Develop unique content specifically designed to promote your product. This content creation can be a video stream or a live event that you fully sponsor, or even a brand challenge tied to the gaming world that creates excitement and engagement.
How much does live streaming advertising cost?
The budget for a live streaming campaign depends on several factors. Sponsoring popular streamers and events with a large, engaged audience costs more than partnering with niche content creators.
Campaign duration and content type also influence pricing. Longer campaigns and custom-produced events typically require a higher investment compared to ad integrations within existing live streams.
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