Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
December 5, 2019
arrowPress Releases







If you enjoy reading this site, you might also want to check out these UBM Tech sites:


Some publishers pay streamers as much as $50k an hour to play new games

Some publishers pay streamers as much as $50k an hour to play new games

May 20, 2019 | By Alissa McAloon




“They could have spent on ads on Twitch or IGN and it would not have made as big of an impact.”

- Gamesight CEO Adam Lieb discusses the value of marketing through influencers

Streaming has become a massive part of the video game industry in just a few years time, so much so that a report from the Wall Street Journal says that companies like Activision Blizzard, Electronic Arts, Take-Two, and Ubisoft are willing to pay a $50,000 hourly rate for streamers to play up their new releases.

A story from Kotaku dives into that figure even more, speaking with those familiar with both sides of the arrangement to explore how streamers now play into the marketing process.

As the story points out, arrangements with streamers present would-be customers with something more authentic feeling than a regular ad while still giving the companies footing the bill a small level of control over the content being produced (so long as they stick to endorsement guidelines presented by the FTC).

The full read over on Kotaku offers a more in-depth look at how that side of game marketing has shifted to include Twitch streamers, along with additional insight from several individuals involved in both the streamers' and the publishers' side of the deal.



Related Jobs

Sanzaru Games Inc.
Sanzaru Games Inc. — Dublin , California, United States
[12.05.19]

Systems Designers
Sanzaru Games Inc.
Sanzaru Games Inc. — Dublin, California, United States
[12.05.19]

Level Designer
Romero Games
Romero Games — Galway, Ireland
[12.05.19]

Senior 3D Environment Artist
Deep Silver Volition
Deep Silver Volition — Champaign, Illinois, United States
[12.05.19]

Principal Writer









Loading Comments

loader image