• by Les Luchter , October 20, 2023

Streamlabs, which creates tools used by personal live-streamers like gamers, comes to the TwitchCon gaming convention in Las Vegas Friday with a new rebranding campaign, “Unleash Your Live,” from creative agency Catalyst.

While live-streamers may sound like a niche audience, they’re hardly a small one --  totaling some 10 million worldwide, Mikey Kilun, Streamlabs’ global head of marketing, tells Marketing Daily.

Streamlabs already has 30% share of their business, Kilun says, but a  reranding campaign was in order for the nine-year-old Logitech subsidiary due to added tools in such areas as video editing, short-form clipping and podcast creation.

The campaign, which its creators say was 10 months in the making, features a :60 spot showing five diverse streamers in the process of creating content  -- including an anime figure wearing her own headphones like the rest of the creators -- as multiple screens displaying their work  and processes float by.

Meanwhile, voiceovers by the five begin with “Welcome to the stream, where our passions rule” and include “We demand intuitive tools… that keep our creativity streaming, the vibes flowing and our communities growing.”

The spot was produced by SixTwentySix, with Iris Kim directing. Shapes & Forms handled the post-production motion graphics and visual effects.

The production itself utilized many of Streamlabs tools, the creators say, while the shoot, done in a single day, “required authentic and unique set construction tailored to each gaming creator, turning one studio into five different rooms.’ 

At TwitchCon, attended by around 30,000 visitors annually, Streamlabs is debuting the spot  on a large screen at its exhibit space, which will be decked out with a new visual look created for the campaign. It will then go global via organic digital, organic social, and sharing by content creators.

The five live-streamers starring in the spot are Valkyrae (Rachell Hofstetter), JWonggg (Justin Wong), DanucD (Dana Dima Gard), JaharaJayde (Jahara James), Halite (Hunter Frazier), and Spofie (Sofie Siegel)

Frazier/Halite and James/JaharaJayde will also appear on a Saturday Twitchcon panel delving into “The Future of Live-Streaming.”