Twitch at Gamescom Latam 2025

The Challenge

Gamescom is one of the largest gaming events in the world bringing together gamers, developers, publishers, and industry professionals from around the world, serving as a platform for showcasing upcoming games, hosting esports tournaments, facilitating business networking, and celebrating gaming culture. Gamescom Latam 2025 marked a historic moment for the gaming industry in LATAM, gathering 130,000+ participants this year and major players like Pokémon GO, Warner Bros. Games, and the BIG Festival. In the midst of this high-profile, content-rich environment, Twitch needed to reaffirm its leadership globally and within Latin America’s competitive livestreaming space. With a growing presence from global and regional competitors, Twitch’s objective was to highlight its long-standing value to creators, and position itself as the platform of choice for community, content, and monetization. The brand also sought to strengthen media relationships and shape high-impact narratives connecting gaming, culture, and the future of digital entertainment.

The Strategy

Dialogue was tasked with leading Twitch’s on-the-ground PR efforts in Brazil, developing and executing a comprehensive communications strategy that would elevate the brand’s visibility and reinforce key messaging.

Key components of the plan included:

  • Strategic Messaging Launch: Leveraging Twitch’s first-ever Gaming Stats announcement for Latin America to establish a strong data-driven foundation for the campaign.

  • Spokesperson Visibility: Coordinating media activity for Twitch executives to position them as thought leaders in creator monetization and platform innovation.

  • Curated Interview Opportunities: Offering exclusive interviews to top-tier media outlets, focused on Twitch’s evolving role in the livestreaming and gaming economy.

  • Event Integration & On-site Activation: Hosting media at the Twitch Lounge to meet streamers, experience platform innovations, and cover projects such as Kings League Brasil, Roblox partnerships, and GTA community impact.

  • Community: Spotlighting top streamers and creator success stories, reinforcing Twitch’s authenticity and local relevance.

The Results

  • 21 interviews secured with Tier 1 and trade media, including Folha de S. Paulo, Canaltech, Tecmundo, Omelete, UOL Splash, IGN Brasil, Meio & Mensagem, and Estado de Minas.

  • 100% of coverage included Twitch in the headline, with clear alignment to brand messages around livestreaming leadership, advertising opportunity, and monetization tools.

  • Topics that resonated most: Twitch’s 60% share of the global live gaming audience, Brazil’s 80% dominance in LATAM viewership, growth of GTA and Roblox, and new monetization models.

  • 3 feature stories in key gaming outlets: IGN Brasil, The Gaming Era, and Gaming Blast.

  • 5 interviews with top streamers: including /Kenno, /Bya, /Gabe, /O Manelzin, and /Menyeb, giving media direct creator insights.

  • 4 goodwill meetings with influential journalists and editors, laying the groundwork for long-term partnerships (e.g., Valor Econômico, Promoview, Armindo Ferreira).

Dialogue