On March 1st the OP Group celebrated their one year anniversary of starting their company. Omeed wrote a very insightful article about what they have learned and where the company is headed in the future. Below we’ve pulled some takeaways from the article, click the link below to read the full piece.
via OP Group
Livestreamers want:
Simplicity. For one major launch, where there was no money involved, the company provided a fifteen-page, 12MB PDF outlining what could and couldn’t be streamed on various days. It was so complex that many streamers responded with the same question: “when can we stream this without getting in trouble?”
Achievability. We routinely see deals for unknown or unproven games that require a 15+ hour commitment to the game. That’s a long time, even if the game is good. Streamers don’t want to take deals like this because they’re afraid they can’t live up to the commitment.
Authenticity. Though we have yet to see a promotion for a game explicitly request or require a streamer to be positive about the game, streamers worry that their audiences will view them as sellouts.
Respect. While companies are starting to understand the tremendous impact that success on Twitch represents for their games, they struggle to understand that, within their communities, livestreamers are every bit as famous as any celebrity.
Companies want:
Creativity. Anyone can stream a game or put a sponsor’s logo on their page. What are you going to do to make it memorable? Why is your channel worth providing sponsorship support to, while thousands of others are not?
Flexibility. Sponsored streaming (whether through direct sponsorship or in-kind payment via product keys) is often the tip of the sword for marketing. They want it to start as soon as the game is ready. Of course, games often have hiccups, server issues or bugs in the first few hours or days of a launch. Companies are thrilled to know that you’re able to adjust to these bumps in the road.
Passion. While a lot of streamers could successfully promote a product or a game, companies are looking for people who know their products and have a history with them. They’re nervous that a streamer may tear into their product or game – so someone who has liked previous iterations is more likely to receive it well.
Professionalism. It may sound silly, but answering emails in a timely manner, getting paperwork signed quickly and even sending a follow-up or thank you can mean the world to a publisher who is trying to wrangle fifty streamers all at once.
