Video game live-streaming has moved from fringe activity to cultural juggernaut, with Twitch as its clear leader. As a relatively unknown challenger platform, Mixer needed to connect with gamers in a way that set it apart. Gamers are a discerning group. Mixer had to earn its place in the culture with honesty, clear benefits, and by being too entertaining to ignore.
“Streaming is better this way” is an appeal to the heart of what video games are supposed to be: democratic and fun. It moved Mixer away from the hyper-competitive, highly monetized craziness of Twitch and offered gamers a platform and a place where they could focus on what they love about gaming.
ROLE: Creative Director/Commercial Director
AWARDS: Nine Seattle Addys including Best in Show