Streamer relations in a Counter-Strike platform in Finland
Lauronen, Sakari (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024050810120
https://urn.fi/URN:NBN:fi:amk-2024050810120
Tiivistelmä
This thesis was conducted to investigate the relations between streamers and third-party Counter-Strike platforms, aiming to uncover the factors influencing the success of these collaborations. Over the past years, streaming has become an increasing method of marketing, especially within the gaming industry. Through qualitative research involving interviews with Finnish Counter-Strike streamers and a platform representative, insights into partnership strategies, challenges, and benefits were obtained.
The study highlights the importance of aligning brand values and assigning mutual objectives between streamers and platforms. Furthermore, the multifaceted nature of partnership evaluation and the intangible benefits of collaboration such as visibility and positive discourse are shown alongside user acquisition metrics. Effective communication emerged as a crucial factor in partnership management, with platforms deploying various methods to facilitate collaboration. Despite challenges, the research suggests that streamer-platform partnerships contribute to the overall well-being of the Counter-Strike ecosystem, fostering positive atmospheres and communities for players. This study provides insights for both streamers and platforms to maximize the impact of their partnerships and drive community engagement.
The study highlights the importance of aligning brand values and assigning mutual objectives between streamers and platforms. Furthermore, the multifaceted nature of partnership evaluation and the intangible benefits of collaboration such as visibility and positive discourse are shown alongside user acquisition metrics. Effective communication emerged as a crucial factor in partnership management, with platforms deploying various methods to facilitate collaboration. Despite challenges, the research suggests that streamer-platform partnerships contribute to the overall well-being of the Counter-Strike ecosystem, fostering positive atmospheres and communities for players. This study provides insights for both streamers and platforms to maximize the impact of their partnerships and drive community engagement.