Hunger Games

New Twitch data shows the platform's creators play a major role in driving game discovery, giving publishers fresh insight into how viewers find new titles through live streaming. Separately, Snickers has launched a campaign that turns Twitch chat into a hunger-based marketing mechanic, using audience interaction as part of the ad experience. The developments underline Twitch's growing importance to both the games industry and brand advertisers.

Snickers is running a Twitch campaign that uses the platform's live chat as an interactive hunger mechanic, tying viewer messages to its classic 'you're not you when you're hungry' positioning. The activation is drawing attention in marketing and advertising circles, with interest rising across the US, UK, Italy and France as brands watch how far game-adjacent interactive ads can go.