"Now creators are brands, and rather than creators trying to leverage a brand for financial gain or some promotion, I feel like that is reversed, where it's brands that are often trying to leverage the power, influence, and relevancy of a creator, who are themselves their own brands." - Rachel Delphin, Twitch's CMO.
"The 'For You' page sitting at the top of your feed has become the new vanguard for determining which video games are fun to play. It's a huge departure from a decade ago when companies would approach consumers via traditional forms of advertising."
"To get a game off the ground, a lot of companies now are going straight to individual enthusiasts to push their games. In many cases, getting a large influencer to play a game is enough to have it trend for days."
"Streamers who played the game on their channels mostly gave positive reviews; however, weeks later, the game shut down, and in October, Sony announced it was closing the studio down."
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