Twitch’s incoming multiplayer ads don’t actually sound that bad

By Dom Peppiatt
19 November 2020 11:15 GMT

Twitch is set to roll out an interesting new type of adverts in the coming weeks, and the more interactive set-up actually sounds quite promising.

Twitch has recently released some information about its incoming multiplayer ads, which are now in closed beta testing across a select number of channels.

These multiplayer ads leverage the platform’s strengths to show multiple viewers the same ad at the same time, allowing streamers to run a poll based on the content shown which can unlock Bits for every person that responds to the poll.

Don’t expect the ads to overtake your Twitch experience, though. As per the creator FAQ, there will be a limited supply of ads per channel, and the company plans to “experiment and learn about what works best” as more data is gathered.

Twitch has noted that multiplayer ads build on shared experiences within livestreams, create more engagement for streamers, and provide advertisers with information on the preferences of participants (which, in theory, could lead to more tailored and appropriate ads arriving on the platform in the future).

This seems like a relatively simple way for creators to continue using their fanbases to good effect, and actually allows for more control over what kind of adverts are shown – and when.

“We want our creators and fans to have the opportunity to experience everything together, and support their favorite creators along the way,” Twitch has said in a statement.

As the company battles ad-blockers and creators face financial difficulties as the coronavirus continues to ravage the world, this seems like a nice compromise for viewers: you don’t have to commit real cash in order to support your favourite Twitch channel, and they can roll out ads that could potentially be more in-line with their viewership.

It’ll be interesting to see how different streamers – including the likes of United States Representative Alexandria Ocasio-Cortez – manage to utilize this new ad system.

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