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