"I imagine this sort of stuff will continue to happen as they give advertisers and brands access to particular streamers. Brands will come to Twitch and say "Hey dude, I've got an FPS that I want to stream & advertise on Twitch...do you have a big streamer who can play the game?", and Twitch will likely make those introductions. As a part of that marketing program they will want to promote the event, which means ads like you saw. I imagine this sort of stuff is happening already, since matching influencers (big streamers) with advertisers and giving brands access to an audience is good money. I imagine those ad deals pay more than a regular banner ad, as Twitch could probably argue that a well-known streamer playing your game will have a higher conversion rate to sales. But anyway...it's going to be a tough dance for Twitch & Amazon. It makes sense to position streamers as a great marketing vehicle for brands (that's what ad networks like Maker Studios do), but they risk alienating..." - Sam Houston