TwitchCon is an annual gaming conference that celebrates "everything you love about Twitch" — the live streaming video platform. The marketing interest of brands in this ecosystem grows and many take to eSports for strategic partnerships. As the gaming industry evolves and becomes more accommodating to female and non-binary players, brands like MAC Cosmetics populate the environment.
Last year at the gaming conference, MAC was registered as an exhibitor with a 20ft x 30ft booth. It was the first beauty brand to exhibit at TwitchCon. The experience included "make-up application services and giveaways." There was also a workshop on 'Stream Ready Makeup,' tying the booth better to the environment. Finally, MAC Cosmetics allowed participants to meet-and-greet Imane Anys (Pokimane) and Kristen Michaela (KittyPlays) who are two top female gamers.
Image Credit: TwitchCon
Key Themes Behind This Trend
- Inclusive Esports Sponsorship
- Brands are partnering with eSports to promote inclusivity, making space in the industry for female and non-binary players.
- Beauty Industry Enters Esports
- Make-up and beauty brands like MAC Cosmetics are exhibiting at gaming conferences and providing make-up workshops tailored to live streaming environments.
- Stream-ready Makeup
- Beauty brands are creating make-up collections and services specifically for live streaming gamers to ensure they feel comfortable and confident on camera.
Where This Applies
- Esports
- The gaming industry is seeing growth in strategic partnerships with beauty and other non-industry brands, catering to esports players.
- Beauty
- Make-up and beauty brand MAC Cosmetics has begun to expand into the gaming industry via live streaming platforms and eSports partnerships.
- Live Streaming
- The live streaming industry is seeing the development of tailored services for gamers that take into account the unique demands and settings of live streamed gameplay.
