The Challenge
The streaming industry has seen significant growth in recent years, and BGS (Brasil Game Show) 2022 marked the return of the largest gaming event in Latin America to an in-person format. With the announcement of BGS, the gaming community eagerly awaited new announcements and developments from various brands after two years of social isolation. The event attracted a large number of journalists and media outlets, providing an opportunity for Dialogue’s client Twitch to further establish itself as a global community and create connections between creators and fans, showcasing the diverse range of content available on the service. Toward that end, Twitch created the largest interactive booth at the event and used the booth as a dynamic hub to connect with partners, streamers, media and attendees.
The Work
The primary goal of the PR strategy was to educate the attending media about the significant growth of Twitch in Brazil, as well as the investments being made in the country and throughout Latin America. Additionally, Dialogue aimed to promote Twitch as a diverse and inclusive platform that offers a wide range of communities, particularly in the sports category. The agency arranged for 1:1 interviews between Twitch executives and creators with journalists from Tier 1 media outlets (games, lifestyle, technology, business, and sports) with the main focus being the expansion of Twitch in Brazil.
The Results
The interviews proved to be an effective way of highlighting the significance of the Brazilian market for Twitch and the potential of the gaming and sports categories in the country. Dialogue was able to secure interviews with 11 Tier 1 media outlets and a reach of 107.3 million monthly visitors. Interviews were held with publications such as Terra/GameON, Torcedores.com, Blog do Armindo, MGG Brasil, Band News, Canaltech podcast, IGN, Techtudo, The Enemy, Rádio Rock, and Terra Byte. Additionally, the agency was able to strengthen relationships with 7 other journalists from outlets such as Folha de S. Paulo, Tecmundo, Esporte na Band, Olhar Digital, Época Negócios, TNT Sports, and Meio&Mensagem. Dialogue received positive feedback from Twitch, the journalists and leveraged the event to further strengthen the relationships with the most relevant journalists in the industry.
