Live-streaming service Twitch has vowed to be complete open about sponsored content and promotion.
In a post on the firm’s blog VP of marketing and communications Matthew DiPietro said that any sponsored content will be clearly marked.
"An increasingly large part of the gamer/platform/media/advertiser equation, particularly in the video game industry, is what we commonly call ‘influencer campaigns’,” said DiPietro.
Influencer campaigns are one way for an advertiser to leverage the celebrity of a content creator on various video platforms to drive awareness and purchase intent for the advertiser’s brand or product.
Sometimes though, because of a lack of clear best practices and shifting regulatory guidelines, coupled with a sometimes less-than-transparent sponsor relationship, these kinds of campaigns have become a bit of a dark corner in the industry, and that’s bad for everyone.
For these reasons, gamers can tend to look skeptically on the ecosystem because they don’t know what is paid-for content and what is not. It also opens influencers to potential criticism.
While we have always encouraged our broadcasters to acknowledge if they are playing games as part of a promotional campaign, we are now establishing a much more transparent approach to all paid programs on our platform and hope that it sets a precedent for the broader industry. Simply put: We want complete transparency and unwavering authenticity with all content and promotions that have a sponsor relationship.”