Sponsored Stream
An entire stream is built around your theme, for example an evening centred on your product or a challenge you set.
For brands
Gaming and Twitch for your brand,even if you don't sell games.
People who watch streams often spend hours there and join in the chat. We bring energy drinks, snacks, tech, furniture, apps and fashion into the streams of creators from our network, clearly disclosed and with transparent billing.
Why gaming also suits brands outside the industry
Gaming communities are interested in far more than games. Anyone watching a stream in the evening is drinking, eating, sitting on a chair, wearing clothes and using apps. For many products, the stream is therefore a natural place to appear as part of the creator's everyday life.
Our network focuses on Twitch streaming with variety streams, Just Chatting and story games, plus creators from cosplay and nerd culture. We know the communities and only propose combinations that suit the stream. A gaming chair in the setup of a streamer who is live for several hours every evening comes across as credible. A product that has nothing to do with the stream, less so.
In-stream formats
The formats can be combined. Which ones fit depends on your product and your goal.
In-stream product placement
Your product is in shot and the creator presents it during the stream, such as the drink on the desk or the headset they are wearing.
Overlays and banners
Your logo or a banner appears permanently or at set times in the stream image and in the channel area below the stream.
Chat commands and links
Viewers call up your link or discount code with a chat command. This lets you attribute clicks and redemptions to individual streams.
Giveaways
Your product is given away in the stream. Entry is free, and there are terms of participation stating the organiser, duration and prize.
Drops
Viewers receive digital rewards for watching. This is mainly suited to games and apps with a suitable technical integration with Twitch.
Livestream integration
Your product becomes a fixed part of a format, such as a recurring segment or a task that the chat helps decide.
Why live formats work
A livestream usually lasts several hours, and many viewers stay for a long time. Your product is therefore visible for longer than in a short video that gets swiped away after a few seconds.
Then there is the chat. Viewers ask questions about the product and the creator answers them directly. This conversation makes a recommendation more credible than a one-way ad break, and the reactions in the chat show you immediately how the product is received.
How Twitch partnerships are billed
Based on our research, there is no reliable public price list for Twitch partnerships in Germany. We therefore bill transparently per stream or as a package.
| Flat rate per stream | fixed price per creator and stream, depending on duration and format |
| Package | several streams or creators at a total price |
| Campaign budget | from €2,500 including creator fees and agency fee |
| Agency fee | 20% on creator fees, at least €500 per campaign |
All prices are net, plus statutory VAT. The artists' social insurance levy (Künstlersozialabgabe) of 4.9% (2026) is paid by the client.
Ad disclosure in the stream
Advertising must be recognisable as such in a livestream too. For livestreams with advertising, the guidelines of the German media authorities (Medienanstalten) require disclosure for the entire duration, for example with the label "Werbung" (advertising) in the image and in the title. We set out the disclosure in the contract and check it during the campaign. For giveaways, there is an additional rule: entry must be free, otherwise it may count as gambling.
What we clarify with you before the first stream
- which formats suit your product and how often it should appear
- mandatory statements, link or discount code and topics that are off limits
- overlays, banners and logos in the right formats
- the target audience's age rating, for example for energy drinks
- terms of participation and shipping for giveaways
- dates, length of streams and ad disclosure
FAQ
Frequently asked questions
Is Twitch marketing worthwhile for brands with no connection to gaming?
Yes, if the product fits into viewers' everyday lives. Energy drinks, snacks, tech, furniture, apps and fashion appear naturally in streams. We only propose creators whose community suits the product.
What is a Sponsored Stream?
In a Sponsored Stream, an entire livestream is built around a brand's theme. The creator puts the product at the centre, for example with a challenge or a test, and the stream is disclosed as advertising throughout.
How are Twitch partnerships billed?
At FNLY Agency, as a flat rate per stream or as a package of several streams. A campaign starts at €2,500 including creator fees and a 20% agency fee on the fees, at least €500.
How must advertising be disclosed in a livestream?
Advertising must be clearly recognisable in a livestream. The guidelines of the German media authorities require disclosure for the entire duration of the stream, for example with the label "Werbung" (advertising) in the image and in the title.
What do I need to consider for giveaways in a stream?
A giveaway needs terms of participation stating the organiser, duration, prize and how winners are chosen. Entry must be free, otherwise it may count as gambling. Data protection for the winners' details and the platform's rules also apply.
What are Twitch Drops?
Drops are digital rewards that viewers receive for watching a stream. They require a technical integration with Twitch and are therefore mainly suited to games and apps.
Can I measure what a stream achieved?
Yes. Chat commands with a dedicated link or discount code per creator let you attribute clicks and redemptions. In addition, there are viewer numbers and chat activity from the creator's statistics.
Gaming & Twitch
Does your product fit into a stream?
Tell us what you sell and who you want to reach. We will tell you which creators and formats are an option.