Twitch has said it will sell the games. Users will be able to purchase digital versions of projects directly on the game broadcast pages. We interviewed industry experts about how this will affect the market.
To what extent is Twitch a potentially serious player in the digital retail market? Will it be able to compete with Steam, turn out to be a more interesting platform for developers?
Head of Publishing in Eastern Europe at Epic Games
Amazon has been selling digital versions of games on its store for several years, it was logical that they would make an extension to Twitch. Everyone sees how streaming can promote games, and many streamers have partnerships with sites that give kickbacks for sales. This is how an eco-system appears, which at least will give an opportunity for steep sales.
Founder of tinyBuild
He is already a very serious player, if only because it is a cool, sometimes key marketing tool. A popular broadcast on Twitch gives direct sales on Steam, a feature on Twitch can raise the game to the top of Steam. The first Twitch partners may get unusually powerful preferences in the form of a feature on the main page, so for the first time it will definitely be very interesting. Especially for those who develop games precisely as a product that is cool to stream. Now this is quite a logical requirement on the part of marketing. But hardly anyone will seriously and permanently quit Steam, especially if they themselves add broadcasts to their home page as a logical Twitch response. Which is definitely not far off and has been expected for a long time.
Head of PC Games Publishing at HeroCraft
2. How will such an initiative affect the streaming market?
It's hard to say right now. I don't think that 5% of game sales will become a particularly noticeable channel for monetization – it seems to me that subscription and advertising will still be more important.
Head of Publishing in Eastern Europe at Epic Games
I think it will get much better. More and more streamers will give up their contracts with sites like g2a, which is only a positive for the industry.
Founder of tinyBuild
Prices may rise. And the requirements for streamers will also grow significantly. They will have to grow up and learn to be professionals. The value of intermediary agencies will increase. People who know the market, know how to work with local people and are ready to solve all issues for you will be in demand.
Head of PC Games Publishing at HeroCraft
3. How ethical is this situation in general? Won’t this lead to the fact that any video will be perceived as advertising, and publishers will be stricter about those who make videos based on their games?
This situation is not much different from the sale of games via affiliate links, which is now used by streamers and letsplayers on Twitch and Youtube. Twitch just removes intermediaries from the system, which is always a good thing. Publishers benefit when they make good videos about their games. In this situation, streamers are interested in making selling videos, which is all the more wonderful for the publisher. As for ethics, such links are obviously visible and viewers will be aware that the letsplayer receives a share from sales. Unlike promotional videos, which are not always clearly marked.
Head of Publishing in Eastern Europe at Epic Games
How many times have you seen under streams – use this code on this store and get a 5% discount? This is the same, only more secure for users – they will not end up on sites where they can be deceived.
Founder of tinyBuild
Head of PC Games Publishing at HeroCraft