Twitch has established itself as the leading player in live gaming coverage, but it’s not the only thing drawing people back on a daily basis. As the platform’s content has diversified beyond esports, the interactions between streamers and viewers have made into a hub for community and discussion.

Popular live streaming gaming platform Twitch has announced its first branded videogame, Twitch Sings. Offering users an engaging take on karaoke, the move highlights the brand's desire to tap into TikTok's growing popularity, and a veering away from its ‘gamers only’ identity.

Moxy Hotel in Chelsea, New York City is using Autonomous Sensory Meridian Response (ASMR) to help guests relax after a day in the city with in-room videos featuring celebrities. As experiential hotel stays become more popular, Moxy caters to travelers who seek more than just a good night’s sleep.

Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?