Sponsored Stream
An entire stream is dedicated to your brand, for example when trying out a new game or testing a product live on camera.
Platform: Twitch
Twitch influencer marketingpart of the live stream, not just an overlay.
On Twitch, viewers often spend hours with a streamer and join in the chat. A brand that appears there becomes part of that evening. We place streamers from our network, plan the integration and make sure it is labelled correctly.
Why Twitch is interesting for brands
Twitch is a livestreaming platform. Viewers do not just watch; they write in the chat, ask questions and react to the streamer in real time. This creates a close bond that is rarely as strong with recorded videos.
For brands, this means that a product presentation in a stream is commented on, questioned and sometimes tried out on the spot. The streamer can answer questions immediately. This suits products that need to be explained or shown, and by no means only games and hardware.
Live formats on Twitch
The formats can be combined. Many campaigns consist of one Sponsored Stream and an integration running over several weeks.
In-stream integration
A fixed segment of a few minutes in which the streamer presents your product and answers questions from the chat.
Overlay and panel
Your logo or a banner in the stream image and a panel with a link below the channel. Visible for an agreed period.
Chat command
Viewers use a command in the chat to call up a link or discount code. The bot also posts the reminder at fixed intervals.
Giveaway
A prize draw in the stream featuring your products. Attracts attention, but requires clear terms of entry.
How Twitch collaborations are priced
For Twitch, there is no reliable German price list as there is for Instagram or TikTok. Three models are common on the market.
| Flat fee per stream | A fixed fee for one stream or integration, depending on duration, effort and viewer numbers |
| CPM on concurrent viewers | Price per thousand average concurrent viewers during the integration |
| Package or retainer | Several streams, overlay and chat command over weeks or months for a total price |
We give you a specific fee for each streamer in the quote, based on their actual viewer numbers over recent weeks.
How advertising is labelled in a stream
Under Section 22 of the German Interstate Media Treaty (§ 22 MStV) and Section 5a(4) of the German Act against Unfair Competition (§ 5a Abs. 4 UWG), advertising in a livestream must be clearly recognisable. In practice, this means:
- A label such as “Werbung” (advertisement) or “Anzeige” (ad) in the stream title if the stream is sponsored
- A permanent on-screen label for as long as the advertising runs
- A verbal mention by the streamer at the start of the integration
- Labelling in the panel and in chat commands with a link as well
- Separately labelled excerpts if clips or recordings are reused
Who you reach on Twitch
Twitch is used mainly by younger adults interested in games, tech and internet culture. The viewers of a channel are often very similar, because they come for a particular game or a particular person. This makes the audience easy to assess.
Besides gaming, there are large categories such as Just Chatting, where streamers talk with their community, cook, do crafts or travel. Food, drinks, fashion, software or educational offers fit well there too.
Twitch streamers in our network
Several creators from our network stream regularly on Twitch.
Variety
Changing games across genres. Good for game launches and products that suit many games.
Just Chatting
Conversations with the chat, reactions and everyday life. Good for products outside the gaming industry.
Story games
Narrative games played over several evenings. Good for long integrations with overlay and chat command.
Cosplay
Costume making and appearances on stream. Good for craft supplies, anime, merchandise and conventions.
More on gaming and Twitch
On our gaming and Twitch page, we explain which formats work for brands outside the gaming industry and how overlays, drops and giveaways are planned.
FAQ
Frequently asked questions
What does a Sponsored Stream on Twitch cost?
For Twitch, there is no reliable German price list. Common models are a flat fee per stream, a price per thousand concurrent viewers or a package spanning several weeks. The specific fee depends on the streamer's actual viewer numbers and is stated in our quote.
What advertising formats are there on Twitch?
Common formats are Sponsored Streams, short in-stream integrations, overlays and panels with logo and link, chat commands with a discount code, and giveaways. Many campaigns combine a Sponsored Stream with an integration running over several weeks.
How must advertising on Twitch be labelled?
Under § 22 MStV and § 5a Abs. 4 UWG, advertising in a stream must be clearly recognisable. In practice, a label such as “Werbung” belongs in the title and as a permanent on-screen label for as long as the advertising runs. This is general information, not legal advice.
Is Twitch worthwhile for brands with no link to gaming?
Yes, especially through categories such as Just Chatting, where streamers talk about everyday life, food or hobbies. Food, drinks, fashion or software fit well there. What matters is that the product suits the streamer's community.
What does CPM mean on Twitch?
CPM stands for cost per thousand impressions. On Twitch, it usually refers to a price per thousand average concurrent viewers during the integration. The model links the fee to the actual number of viewers.
Who is the audience on Twitch?
Mainly younger adults interested in games, tech and internet culture. The viewers of a channel are often very similar, because they come for a particular game or streamer. We show you the viewer data of the proposed streamers in advance.
Does FNLY Agency have Twitch streamers in its network?
Yes. Several creators from our curated network stream regularly on Twitch, focusing on Variety, Just Chatting, story games and cosplay. You will find the overview on our roster page.
Twitch
Plan a Twitch collaboration
Tell us what you would like to promote. We will propose suitable streamers, format and pricing model.