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Twitch, Amazon to Rebrand Twitch Prime

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Twitch and Amazon will reveal a rebranding of the Twitch Prime program later today, according to information obtained by esports and gaming journalist Rod “Slasher” Breslau.

By renaming the service to Prime Gaming, Amazon will align the branding with its other entertainment services such as Prime Video and Prime Music. The services offered by Twitch Prime (free in-game content, select game downloads, a free monthly Twitch subscription) will be largely unchanged.

The launch of Twitch Prime four years ago was a landmark moment for streamers on the platform and remains one of Twitch’s strongest tools for streamer retention. Streamers receive the same revenue split from Prime subscriptions as they would from a standard subscription. This led to a substantial increase in revenue overnight for many streamers. That said, retaining these subscriptions remains a challenge for streamers due to the lack of an auto-renewal. Many users will simply forget to use their Prime subscription, or use it on different streamers each month, creating a need for streamers to routinely remind their viewers to use their Prime subscription.

While the rebrand shifts Amazon Prime’s Twitch integration to more of a gaming focus, Twitch itself has been actively expanding its scope beyond video games for the last few years. The platform’s catch-all non-gaming category, Just Chatting, has become its most-watched category. Many streamers have little to no gaming content on their channels, instead using categories such as Music, Fitness, or the newly-launched Sports category. Even classic board games that existed before the creation of video games, such as chess, are seeing a rise in popularity on the platform.

Source: https://esportsobserver.com/twitch-amazon-rebrand-twitch-prime/

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