Gaming has become an influential space for brands to connect with younger, tech-savvy audiences beyond traditional advertising. In Saudi Arabia, Twitch brings together passionate gaming communities, influential creators and viewers who actively participate in the content they watch. Recognizing this opportunity, BYD partnered with Twitch to introduce its electric and plug-in hybrid vehicles to Saudi gamers, connecting automotive innovation with a shared passion for technology, performance and gaming culture.
Watch the full campaign video HERE.
The creative idea centered on BYD’s Vehicle-to-Load (V2L) technology, which allows vehicles to power external devices such as gaming consoles. Rather than explaining the feature through a traditional automotive advertisement, Twitch provided a culturally relevant setting to demonstrate its practical appeal. For BYD, the ambition was to introduce its vehicle lineup to a new generation of potential customers, build consideration and encourage showroom visits. For Twitch, the campaign demonstrated how creator-led entertainment can help brands from categories beyond gaming find a natural place within its communities.
To bring the campaign to life, Twitch connected BYD with three popular Saudi creators, whose established communities became central to the activation. Using Twitch’s Channel Takeover Lite format, the campaign integrated custom channel branding, visual placements and creator-led mentions directly into their livestreams. This approach allowed BYD to maintain a visible presence while creators introduced the brand conversationally during gameplay and live interactions. Each creator brought their own personality and style to the integration, giving audiences an opportunity to discover the vehicles through familiar voices rather than a traditional brand spokesperson. Twitch’s live chat environment added another dimension, allowing viewers to react, ask questions and discuss the technology as the streams unfolded.
What makes Twitch particularly interesting for advertisers is the relationship between creators and their audiences. Viewers aren’t simply consuming content; they’re participating in an ongoing conversation, often spending extended periods watching, interacting and engaging with their favorite streamers. This creates opportunities for brands to move beyond fleeting impressions and introduce products in a setting where audiences are already invested. For BYD, the V2L feature became a conversation starter that connected automotive innovation with gaming culture, while the creators helped translate that relevance into interest in the brand’s wider vehicle lineup.
The campaign also extended the conversation beyond the livestreams, encouraging viewers to visit BYD showrooms across Saudi Arabia and experience the technology firsthand. It offers an example of how Twitch’s combination of creator influence, live interaction and integrated sponsorship formats can help advertisers turn product discovery into meaningful audience engagement.
How did audiences respond? Discover the full campaign results, including livestream engagement, viewing behavior, click-through performance and audience sentiment, in the complete case study. Read the full results HERE.
