Taking over Twitch: The Fall Guys Twitch Extension
Driving Fall Guys Viewership and Engagement on Twitch
When Fall Guys transitioned to a free-to-play model, Mediatonic and Epic Games teamed up with Ex Machina to boost engagement and viewership on Twitch. The Fall Guys Twitch Extension allowed viewers to collect Fall Guys characters, rank on a leaderboard, and earn in-game rewards. Streamers had the opportunity to take over another streamer's channel, with Fall Guys raining down the screen, displaying the names of the viewers who participated.
The campaign drove engagement and viewership for channels that streamed Fall Guys while motivating streamers to join the campaign. The Extension was a key success in Fall Guys' free-to-play promotion, resulting in hundreds of thousands of collected Fall Guys on Twitch.
Leveraging the Twitch Community to Maximize Fall Guys' Reach
The Fall Guys team wanted to promote the fact that the game would be free for all across platforms to the already active audience on Twitch.
There were clear objectives driving the campaign:
- Promote the move to Free-to-Play of Fall Guys to viewers on Twitch by increasing engagement and average view time.
- Achieve cross-promotion and boost viewership across multiple channels by enabling streamers to initiate takeovers of other channels.
- Reward viewers that participate in the campaign with free in-game rewards and reward streamers with a more engaged audience.
- Create a server infrastructure that can handle the viewership and engagement from the Extension and track progress and analytics for each channel and viewer.
- Give the Mediatonic production team tools to easily manage, operate and track the campaign from a web interface.
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How the Fall Guys Twitch Extension Enables Cross-Channel Engagement
The Fall Guys Twitch Extension allowed viewers to collect virtual Fall Guys characters during streams, increasing both engagement and average view time. Streamers could take over other streamers and display Fall Guys characters on their stream making it one of the first Twitch Extensions focussing on cross channel engagement.
The Extension consisted of the following features:
- Collect Fall Guys Viewers can collect and complete the collection, rank on global and channel leaderboards, and earn in-game rewards.
- Cross Channel Promotion Enable streamers to take over other channels showing a stream of falling Fall Guys characters carrying the names of the viewers.
- Unique Look & Feel The design showcased the unique look and feel of Fall Guys as a Twitch Extension overlay on top of the stream.
- Handle Twitch Traffic The PlayTwo server infrastructure handled the Twitch Extension traffic and managed the collection game in real-time without lag.
- Producer Controls The Mediatonic Production Team was able to manage, operate, and track the campaign from a web interface.
- Insights & Analytics The platform tracked analytics for each channel and viewer and the overall campaign.
- Reward Viewers The system automatically handed out in-game rewards for viewers.
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The Fall Guys Twitch Campaign Hits 100K+ Collections
The campaign sparked strong Twitch engagement for small and large streamers. Hundreds of thousands of characters were collected across channels showcasing the Twitch Extension's appeal. Leaderboard and rewards boosted view time and interactions with viewers trying to complete their collection.
The ability for streamers to initiate cross-channel takeovers, was a game-changer in building community interaction and boosting viewership across multiple channels. It not only connected gaming communities but also provided streamers with increased engagement beyond their own channel.
The Fall Guys Twitch Extension was one of the first focussing on cross channel engagement to foster a sense of community around the Fall Guys game. It set a new standard for how game developers can utilize streaming platforms to deepen engagement, increase visibility, and offer value to both streamers and viewers alike.
The campaign sparked strong Twitch engagement for small and large streamers. Hundreds of thousands of characters were collected across channels showcasing the Twitch Extension's appeal. Leaderboard and rewards boosted view time and interactions with viewers trying to complete their collection.
The ability for streamers to initiate cross-channel takeovers, was a game-changer in building community interaction and boosting viewership across multiple channels. It not only connected gaming communities but also provided streamers with increased engagement beyond their own channel.
The Fall Guys Twitch Extension was one of the first focussing on cross channel engagement to foster a sense of community around the Fall Guys game. It set a new standard for how game developers can utilize streaming platforms to deepen engagement, increase visibility, and offer value to both streamers and viewers alike.
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