Why Game Developers Care About Twitch - TwitchCon Developer Day 2017
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The document discusses the impact of Twitch on game sales, highlighting how mid-tier broadcasters are significantly more effective at converting views into purchases compared to top-tier streamers. It provides a case study on PlayerUnknown's Battlegrounds (PUBG), illustrating the game's rise in popularity facilitated by streamer engagement and community involvement during its beta period. Additionally, it offers various strategies for game developers to leverage Twitch effectively, such as engaging the community and utilizing mid-tier influencers.
Why Game Developers Care About Twitch - TwitchCon Developer Day 2017
- 1. Introductions Brendan Rocks Data Scientist, Developer Success Twitch: compl337 Twitter: @rocksbrendan Ian Murray Lead Data Scientist, Community Twitch: icarus Twitter: @advnturecaptlst
- 2. #TwitchDevDay Contents 1 2 3 What can Twitch do for your game? Case study: PLAYERUNKNOWN’S BATTLEGROUNDS Tips & strategies for using Twitch effectively
- 3. Developers and Twitch Why Game Developers Care About Twitch?
- 5. #TwitchDevDay An Investigation Watching & Buying What is the relationship between watching and buying?
- 6. 100K Sub-Sample of Users With Twitch & Steam Linked Games watched over time on Twitch Games bought and played over time on Steam Internal Twitch Data Steam Public API
- 7. #TwitchDevDay Watch Then Buy Attribution Model We extrapolate from the sample, and estimate the total proportion of game sales attributed.
- 8. #TwitchDevDay Mid Tier Influencers Moving Games Mid tier broadcasters convert views into purchases 13 times more effectively than top tier broadcasters
- 9. #TwitchDevDay 80% of Sales Came From Mid-Tier Broadcasters 80% of Hurtworld’s sales came from broadcasters who streamed Hurtworld for at least 10 hours, or on 3 separate days H U R T W O R L D
- 11. #TwitchDevDay Twitch Increases Player Retention Retained players are more likely to watch
- 12. #TwitchDevDay How can you make this work?
- 13. #TwitchDevDay PUBG Case Study Let’s look at the numbers
- 14. #TwitchDevDay PUBG’s Meteoric Rise many factors, having Twitch Prime Loot helps too 14M 10M 6M 2M sales total sales daily peak ccp 1M ccp 2M
- 15. “PUBG works really well on stream because you can modulate the intensity of gameplay - the early game allows me to talk to my chat and the tense late game generates hype and clips” ToddAwesome
- 16. Origins of the PUBG Community appeal within multiple gaming genres streamers streamers viewers
- 17. Origins of the PUBG Community streamers streamers viewers appeal within multiple gaming genres
- 18. “Having a long closed beta where you were allowed to stream the game generated authentic hype because people saw streamers returning to play PUBG without it being a sponsored stream, it also had the effect of making streamers some of the best players as the competitive scene developed” Halifax
- 19. #TwitchDevDay Streamable Lengthy Alpha and Beta period with streamers created authentic hype Closed Alpha & Beta
- 20. #TwitchDevDay PUBG Stats Prior to Early-Access Custom Servers for Content Creators 9 Tournaments Live Playtesting & Feedback 6 Months Unique Channels 2,308 Streamers Ongoing Bug Fixing and Updates 13 Patches
- 22. “The PUBG streamer community is really interconnected - because we all co-stream together, forming teams for invitational tournaments was painless” TSM_Viss
- 23. streamer first esports streaming → viewing → playing minutes watched daily peak ccp
- 24. #TwitchDevDay Performance Tracking Open Stats API Vibrant Third Party Ecosystem
- 25. #TwitchDevDay Performance Tracking Strategy Open Stats API Vibrant Third Party Ecosystem
- 26. #TwitchDevDay Actively Using PUBG Extensions 9,570 Streamers Performance Tracking Strategy Extensions Open Stats API Vibrant Third Party Ecosystem
- 27. #TwitchDevDay How Can I Make Twitch Work For Me?
- 28. #TwitchDevDay Create A Fun Game
- 29. #TwitchDevDay Create For Your Community
- 32. #TwitchDevDay Present Via Top Broadcasters
- 33. #TwitchDevDay Re-Engage Players (Consistent Broadcasts Over Time)
- 34. #TwitchDevDay Convert Viewers To Buyers (Broadcasts At The Right Time)