Twitch streamer Sodapoppin put the world of gaming sponsorships and streamer deals front-and-center in a recent clip.
Taken from a sponsored Fortnite stream, the prolific World of Warcraft streamer turned heads by requesting that his fans “take a step back” and “say some positive things” about the game over the duration of the sponsored segment. The moment came about an hour into a regular WoW stream, with the sponsored portion taking about half an hour out of the stream’s seven-hour length.
For the most part, the streamer’s chat reacted positively, with many spamming the chat about their love for Fortnite (albeit with more than a little irony). In turn, many fans found themselves genuinely entertained by the segment, with Sodapoppin getting roped into a squad of randoms who had no idea about his streamer status.
A new normal for streamers and fans
This kind of transparent sponsorship handling has become standard practice among top creators on sites like Twitch and YouTube. Given the sheer quantity of sponsored content online, sponsors have become less picky about how their product is presented, leading to many influencers openly admitting to a cashgrab or voicing discontent at having to shill something.
Audiences tend to respond well to this framing, so long as the product doesn’t have too egregious of a reputation. In the world of game tie-in sponsorships it’s relatively safe waters, but the placement of other products can be quite risky on sites like YouTube. Even ignoring fallen brands like Honey or Established Titles, popular sponsors like BetterHelp or Hello Fresh have become touchy subjects due to their company practices and investments.
Back on the streaming side of things, those with an audience on sites like Twitch or Kick have their fingers in more pies than a bakery. In the wake of Sodapoppin being this forward about needing fans to support this sponsorship, many have speculated about the streamer’s own investments, such as those in crypto, as well as just how lucrative these sponsor deals can be.
