Twitch launches annual recap with new game, marketing push

Twitch launches annual recap with new game, marketing push

Dive Brief:

  • Amazon-owned streaming platform Twitch is celebrating the fourth consecutive iteration of its end-of-year Twitch Recap with a new side-scroller game, per information shared with Marketing Dive. Twitch Recap launches today (Dec. 11).
  • The Twitch Recap Game, accessible through a microsite, lets consumers play as the Twitch Dino mascot while collecting a series of goat icons, which riff on the term G.O.A.T. (Greatest of All Time). The game is meant to celebrate the communities that gather on Twitch.
  • The design, concept and ideation of the game and recap were completed in-house and are supported by a marketing campaign that spans influencer marketing, social media activations, in-stream chat opportunities and more. 

Dive Insight:

Twitch is rolling out its annual Twitch Recap end-of-year highlights reel, a feature akin to the popular Spotify Wrapped, as it seeks to celebrate its community and foster stronger connections with viewers. New to this year, the platform has introduced The Twitch Recap Game, which could help it reach its consumer base in a relevant way.

Players are tasked with playing as the Dino character to collect a series of goat heads for the chance to earn a spot at the top of a global leaderboard. Throughout the game, memorable Twitch clips from throughout the year will play in the background. The Twitch Recap Game contains other 2023 references, such as the Dino wearing a beret while videos of TwitchCon Paris play. Toward the end of the game, players can view updated global community stats, top categories and more.

The recap game is complemented by a marketing campaign featuring partnerships with well-known streamers, who will stream the Dino collection offering and attempt to secure a place on the global leaderboard. The streamers will also share an early look at their own year-end recaps. All members of the Twitch community can receive a recap, including streamers and viewers. As streamers play the recap game, viewers can help boost their points by dropping a new recap-themed emote into the chat. 

Additionally, streamers can host a “Recap Stream” to celebrate their year during Twitch’s first-ever “Together for Recap” event. Those who use the tag TwitchRecap in their streams may have it featured in the Together for Recap Shelf, per the company. Twitch is also rolling out custom creative across its social media, on-Twitch display ads, App Store display ads, and on its newly launched stories offering. On social media, clips will showcase top moments from streamers as they attempt to conquer the recap game. 

With the Recap, Twitch is attempting to generate a similar hype as other streaming platforms do with their end-of-year wrap-ups. The move is an example of the platform’s marketing strategy to “connect with, champion and elevate” its community, per the release.

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