Twitch en Advertising Week LatAM
Twitch presented at Advertising Week LatAm the chat Diversity in Gaming and Livestreaming, a thoughtful, data-based reflection on the goals and challenges that shape the experiences of different types of gamers when playing video games or watching them played. It also offers a guide as to how these gamers can help brands and advertisers create a significant, positive impact. In her presentation, Pamela Gonzalez, insights & measurement manager for Twitch Latin America, spoke with Crystal Molly, transgender streamer, about her experiences on the platform and how it reflects the evolution of her social behavior.“In video games you can be who or what you want to be, without prejudices or taboos. When I was a kid and still a little boy, I used to freely act out characters in video games without any stereotypes. Today I look back and realize it helped me gain the strength I needed to come out of the closet. Now on Twitch I found, more than I ever hoped, tremendous support from the audience, from people who understand and respect one’s freedom,” Crystal said.She added that there are now several brands with which she has worked and has found unconditional support. “Brands can change stereotypes through platforms like Twitch; they seek to align their offers with what happens in the game because in some way it reflects what happens in society. The platform offers many ways to transmit advertising messages, but always in an organic way. It works better like that, because people who follow me see themselves reflected in me and that helps destroy stereotypes,” she said.
