Streaming platform Twitch began beta-testing a new interactive ad offering this week, multiplayer ads.
All viewers of a livestream will see the same ad, followed by a poll related to the ad. Each vote in that poll unlocks bits—virtual goods that financially support streamers on the platform—for the creator of the livestream and boosts engagement for brands and creators.
Twitch said multiplayer ads build on shared experiences within livestreams, creating more engagement, and provide advertisers with information on the preferences of participants.
The platform explained in a help post, “Multiplayer ads are a new type of interactive video ad currently in closed beta. When you run a multiplayer ad on your channel, many of your viewers will watch the same ad, at the same time. As part of that shared experience, afterward, these viewers will be able to vote in a real-time, interactive poll. For each vote in the poll, Twitch will reward bits to the creator and there will be a special channel celebration.”