Honda has announced an exciting partnership with Twitch Rivals, positioning itself as the exclusive automotive partner of the popular tournament series. This collaboration is a strategic move by Honda to expand its presence in the gaming and esports industry and connect with Twitch’s young adult audience. In a time when the gaming industry is facing challenges, securing new sponsors or maintaining existing ones can be difficult, making Honda’s partnership with Twitch Rivals all the more significant.
As part of this partnership, Honda will introduce an interactive segment called “Chat’s Civic Mods” in multiple episodes on Twitch. In each episode, the Twitch Rivals fan community will have the opportunity to digitally customize a new 2025 Civic hybrid sedan through chat polls. This engagement allows gamers to have a say in designing the final custom-designed Civic hybrid sedan, which will be unveiled at TwitchCon 2024 and given away to one lucky Twitch Community member.
The addition of Honda as the exclusive automotive partner of Twitch Rivals is an important milestone in their long-standing relationship with the gaming community. Megan Amic, manager of media strategy at American Honda Motor Co., expressed excitement about this expanded partnership and stated that it will introduce Honda’s new fuel-efficient vehicles, such as the 2025 Honda Civic hybrid, to GenZennial gaming fans.
Lou Garate, head of properties at Amazon Ads, also emphasized the significance of this partnership. He mentioned that it enables Honda to support creators and connect with the passionate Twitch Rivals community, creating memorable and personalized moments. Moreover, this partnership provides Honda with a unique opportunity to reach millions of people who come together on Twitch for live entertainment experiences.
Apart from the interactive segment, the Honda Twitch Rivals partnership will incorporate various other elements to engage the Twitch community. These include custom in-stream Honda integrations, “Charged Up Chat” featuring top comments from the Twitch community, Channel Skins featuring Honda vehicle messaging, in-stream Chatbot interaction where fans can learn more about Honda, Chat Plays Games with Honda-branded Maze and Memory interstitial games, and a Honda-branded Chat emote.
Honda’s involvement in the gaming industry dates back over a decade, and they have previously partnered with renowned video gaming franchises like Forza and Guitar Hero Live. In 2019, Honda expanded its gaming footprint by entering the esports space with Team Liquid and establishing a strong relationship with Twitch. With 70% of Honda’s Twitch community falling between the ages of 18-34, it is clear that gaming is a crucial part of their overall strategy.
The partnership with Twitch Rivals aligns perfectly with Honda’s youth initiatives, including gaming and esports, which have contributed to the success of the Honda Civic. The 11th-generation Civic acts as a gateway to the Honda brand, appealing to Gen Z buyers, first-time new car buyers, and multicultural customers. By becoming the exclusive automotive partner for Twitch Rivals, Honda solidifies its position in the gaming industry and continues to engage with a valuable audience.
In conclusion, Honda’s partnership with Twitch Rivals signifies their commitment to the gaming and esports community. By offering unique interactive experiences and engaging with Twitch’s young adult audience, Honda aims to strengthen its presence in the gaming industry. This collaboration not only benefits Honda but also provides Twitch Rivals with a reliable sponsor during a challenging time for the gaming industry. Overall, this partnership showcases Honda’s innovative approach to reaching new audiences and highlights the growing intersection between automotive brands and the world of gaming.