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It's September, which means Twitch transforms into a massive, month-long celebration of community and creators. SUBtember offers deep discounts on subscriptions, making it the most "subbable" time of the year.
For game developers, it's a prime opportunity to engage their communities. This year, VALORANT, the popular tactical shooter from Riot Games, announced that they will be participating in SUBtember by giving away bonus subscriptions. A masterclass in capitalizing on this event, strategically aligning it with the VALORANT Champions Paris tournament to strengthen its presence and reputation in the gaming community.
VALORANT's approach goes far beyond a simple sponsorship or advertisement on Twitch. By sponsoring subs during SUBtember, they positioned their brand at the center of the conversation. Instead of just running standard ads, they created a powerful, integrated campaign. For a limited time, with every five subs a viewer gifts on Twitch, VALORANT will gift an additional one, creating a powerful loop and a direct investment in the community itself.
By utilizing generosity, VALORANT becomes a positive force, directly contributing to the growth and experiences of streamers and fans who make up the Twitch ecosystem.
First, in an era of content saturation, traditional ads are easily ignored. The most successful brands find ways to be a part of the communities and the content itself. By using their official channels and sponsoring events like SUBtember, VALORANT directly engages with these online communities, solidifying the game's cultural presence.
Second, the power of sub-gifting as a brand cannot be overstated. When a brand like VALORANT gifts subs through its official channel, it builds immense goodwill. It's a tangible show of support that resonates deeply with both the streamer and their audience. The community sees the brand not as a distant corporation, but as a benefactor that directly gives back. This act of generosity strengthens awareness, builds a positive reputation, and fosters a sense of loyalty that a standard ad campaign could never achieve. The community, in turn, is more likely to engage with and advocate for the brand that supports their favorite creators.
Ultimately, VALORANT's SUBtember strategy is a masterclass in modern digital marketing. It connected a major esports event (Champions Paris) with a powerful community-driven promotion (SUBtember).
By strategically investing in the Twitch ecosystem through sub-gifting, VALORANT didn't sell a game, it celebrated and strengthened the community that makes the game a global hit.
However, even the most innovative campaigns face challenges. A significant concern in the Twitch ecosystem is "viewbotting," where automated accounts inflate viewer numbers. This introduces a risk to initiatives like these, as a portion of gifted subscriptions could inadvertently go to bot accounts rather than genuine community members. Not only does this dilute the campaign's impact, but it also undermines the core goal of building authentic community connections.
Fortunately, Twitch is actively working to combat this issue, implementing new measures to detect and remove bot accounts. Despite these efforts, brands must remain vigilant to ensure their marketing spend is reaching real people.
For a comprehensive look at this issue, including the latest data and actionable strategies, stay tuned for our upcoming whitepaper in collaboration with Streams Charts. It provides all the necessary stats about viewbotting on Twitch and other live platforms, detailing how it affects marketing and what you can do to prevent your campaigns from failing due to bot activity.
