Crackle-Crizic and Netmarble Partnership... Collaborate by Launching Channels
Streaming Platforms and Game Companies Continue Symbiotic Relationship
AfreecaTV Also Joins Hands with Nexon and Riot Games
Naver Chijijik is strengthening its influence as a game-specialized streaming platform by increasing its connections with game companies.
According to industry sources on the 22nd, Chijijik has set a policy to keep possibilities open for collaboration with game companies and is conducting multifaceted discussions. A Naver representative said, "We are internally reviewing and holding meetings to see if there are opportunities to collaborate with domestic or global game companies, and even professional e-sports teams," adding, "We believe we can provide various content specialized in games."
Earlier, game company Netmarble launched a streaming channel based on a partnership with Chijijik. Through this channel, they live-streamed a media showcase for 'Arthdal Chronicles: The Three Powers,' scheduled to launch in April this year.
A Netmarble representative said, "Many Twitch streamers have moved to Chijijik, so due to the target characteristics, there are many viewers who prefer genres like subculture and console games, and since Netmarble has many games in that target lineup, we decided to open the channel," adding, "We judged it suitable for gathering game users and using it as a communication channel."
Streaming platforms and game companies have maintained a symbiotic relationship for a long time. Streaming platforms can expect platform inflow from users who want to participate in game broadcasts or events, in addition to advertising revenue from collaborations. Game companies expect results in game promotion and attracting attention through broadcasts on streaming platforms. This is why they hold events such as tournaments through collaboration. Netmarble plans not only to open the Chijijik channel but also to broadcast game-specific streams, live-stream new media showcases, hold streamer game tournaments, and conduct linked events. Additionally, they plan to strengthen cooperation with various platform operators such as AfreecaTV, YouTube, and TikTok.
AfreecaTV, an existing streaming operator competing with Chijijik, also plans to strengthen collaboration with game companies. In February last year, AfreecaTV signed a strategic partnership with Nexon for e-sports and content production cooperation and is communicating to operate game tournaments starting with the racing game 'KartRider: Drift' and the soccer game 'FC Online.'
With Riot Games, they are collaborating through the PC online shooting game 'Valorant,' and through this year's partnership, they plan to secure exclusive operation and broadcasting rights for the upcoming 'Valorant Challengers Thailand' and proceed with streaming. They are also producing content and cooperating with Com2uS, Electronic Arts, and others.
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