Amazon-owned game-streaming site Twitch is today publicly launching its first game. But it’s not a traditional video game — like those the site’s creators stream for their fans. Instead, the new game is called “Twitch Sings” and is a free karaoke-style experience designed for live streaming.
The game, which was launched into beta last year, includes thousands of karaoke classics that players can sing either alone or in a duet with another person. In addition, streamers can choose to sing as themselves in a live camera feed, or they can create a personalized avatar that will appear in their place. (The songs are licensed from karaoke content providers, not the major labels.)
But unlike other karaoke-style apps — like TikTok or its clones — Twitch Sings is designed to be both live-streamed and interactive. That is, viewers are also a part of the experience as they can request songs, cheer with emotes to activate light shows and virtual ovations and send in “singing challenges” to the streamer during the performance. For example, they could challenge them to sing without the lyrics or “sing like a cat,” and other goofy stuff.
“Twitch Sings unites the fun and energy of being at a live show with the boundless creativity of streamers to make an amazing shared interactive performance,” said Joel Wade, executive producer of Twitch Sings, in a statement. “Many games are made better on Twitch, but we believe there is a huge opportunity for those that are designed with streaming and audience participation at their core.”
The game is designed to not only capitalize on Twitch’s live-streaming capabilities, but to also engage Twitch viewers who tune in to watch, but don’t stream themselves.
More notably, it’s a means of expanding Twitch beyond gaming. This is something Twitch has attempted to do for years — starting with the launch of a section on its site for creative content back in 2015. It has also in the past tried to cater to vloggers, and has partnered with various media companies in order to stream marathons of fan favorites — like Bob Ross’s painting series or Julia Child’s cooking show, for example. Its own studio has produced non-gaming shows like the one about sneakers. Last year, Twitch partnered with Disney Digital Network to bring some of its larger personalities over to Twitch, as well.
Those efforts haven’t really helped Twitch break out with the non-gamer crowd.
Karaoke may not do the trick either. In reality, this “game” is more of a test to see if Twitch can turn some of its platform features — like its chat system and custom interactive video overlays — into tools to help increase engagement among existing users and attract new ones. It still remains to be seen if and how the game actually takes off.
The game was unveiled today at TwitchCon Berlin, where the company announced it had added more than 127,000 Affiliates and 3,600 new Partners in Europe since the beginning of 2018.
The company also detailed a few other updates for Twitch creators, including those across payments, streaming and discovery tools.
Starting Monday, April 15, Twitch will pay out in just 15 days after the close of the month, instead of 45, eligible creators that reached the $100 threshold. In May, it will make the Bounty Board (paid sponsorship opps) available to Partners and Affiliates in Germany, France and the U.K., and will partner Borderlands 3, Tom Clancy’s The Division 2 and Unilever, in Europe.
In June, Twitch is also rolling out faster search, automated highlight reels (recaps) and the ability to sort through channels in a directory by a range of new options — including lowest to highest viewers, most recently started or suggested channels based on their viewing history.
TwitchCon Europe 2019 is streaming live this weekend at twitch.tv/twitch.
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