• by Les Luchter , March 6, 2022

Comcast’s Xfinity has become the official internet and mobile partner of Twitch’s twitchgaming channel, described by the Amazon-owned service as “where the creator community and their viewers delve into what is new, now, and next in gaming.”

Xfinity joins American Eagle and Ally Bank as an official partner of the video channel, which has 597,000 followers and features such shows as “The Weekly,” a two-hour Thursday dive into the latest news, and “Game Releases,” in which influencers showcase hot new games.

As part of its partnership, Xfinity will present “Chat’s Choice Awards Nominee Debate,” with guests predicting winners of that end-of-year Twitch competition, during “The Weekly”; and “Xfinity: First Plays, with day-of-release commentary and gameplay during “Game Release.”

Other elements of the Xfinity deal, Twitch said, will include category exclusivity, in-stream branded integrations, custom segments, media and product placement, co-marketing rights and more.

"Xfinity is committed to providing the Twitch community with an unbeatable gaming experience through a super-fast and reliable internet connection so that gamers can continue to consume, interact, and create,” explained Matt Lederer, vice president of Xfinity Branded Partnerships.

“Our Official Marketing Partner program is all about deeply integrating brands into the Twitch community through authentic and bespoke activations,” said Lou Garate, Twitch’s head of global sponsorship sales.

The program began last summer with the introduction of American Eagle as official apparel partner and Ally Bank as official financial services partner.

American Eagle’s partnership includes a segment within “The Weekly” called "AE Streamer Spotlight," celebrating a game creator “who embodies their own unique style,” as well as a five-part docuseries profiling Twitch creators.

As part of its partnership, Ally Bank has presented a limited series, “Game Changers,” spotlighting and celebrating creators within underrepresented gaming industry. groups.