Artwork for podcast Business of Esports
261. Rishi Chadha, Twitter Gaming Partnerships, Esports Social Media, Content Creator Monetization
Episode 2615th August 2022 • Business of Esports • Paul Dawalibi
00:00:00 00:31:06

Share Episode

Shownotes

In this episode, with special guest Rishi Chadha (Head of Gaming Partnerships for Twitter), we discuss how Twitter fits into the gaming ecosystem, Twitter as a platform for growth and monetization, Twitter as a second screen experience in gaming, working with content creators & publishers, and so much more!

Transcripts

Unknown:

Welcome to the business of esports podcast, the official

Unknown:

podcast of esports. We explore the intersection of business and

Unknown:

esports, one of the fastest growing industries in the world

Unknown:

and the future of fine. Please welcome your host, Paul esports.

Unknown:

Prophet Dawalibi. The business of esports podcast begins now.

Unknown:

From the keyboard to the boardroom. This is the business

Unknown:

of esports podcast, I am Paul the Prophet Dawalibi. I'm joined

Unknown:

today by my friend and co host, Jeff, the juice Cohen. For those

Unknown:

of you who are new here, welcome to the official podcast of

Unknown:

esports. What we do is we cover the most pressing gaming and

Unknown:

esports topics and news of the week, we look at all that

Unknown:

through a business and C suite lens, we dissect, we analyze the

Unknown:

business implications of everything happening in this

Unknown:

industry. For our regular listeners. Thank you guys for

Unknown:

tuning in every week. Thank you for all the five star ratings

Unknown:

and reviews all the love you show the podcast. If you haven't

Unknown:

already, share the podcast with a friend leave a five star

Unknown:

rating on it. It helps to spread the podcast grow the podcast,

Unknown:

and we really appreciate it. Jeff, how you doing this week?

Unknown:

I'm doing great. You're like a cold up to the big leagues. You

Unknown:

know, this is my third time I think on VOD, but first time as

Unknown:

a co host. So move on moving on up, I guess up the hierarchy

Unknown:

here. What was the reference? I forget it was I think it was you

Unknown:

who brought up there was some baseball reference while the

Unknown:

pit.

Unknown:

He was

Unknown:

he was the guy who started for the Yankees right before Joe

Unknown:

DiMaggio. I guess the story is he got hurt one day, and he

Unknown:

missed one game. And then he like never played again.

Unknown:

1000 games around, maybe it was calories. I can't remember the

Unknown:

story. But it was basically a baseball player was a starter

Unknown:

counter and the guy took his job. So I will do that to Jimmy.

Unknown:

Jimmy is enjoying his honeymoon. But he might he might not have a

Unknown:

job when he comes back. He might be done for goods. Yeah, these

Unknown:

things happen. I mean, this is life in the big leagues.

Unknown:

I you know, Jimmy is missed, but it is so great to have you. For

Unknown:

our listeners. Actually, it's a good time to remind them that

Unknown:

you and I co host a show the weekly together on the metaverse

Unknown:

and web three stuff called meta business. So if you aren't

Unknown:

subscribed to that, make sure to go check that out. But I don't

Unknown:

want to waste any time because we have our TV happening. Which

Unknown:

we both know I'm really on the show today.

Unknown:

I'm hoping by the end of the show, I'll be verified on

Unknown:

Twitter.

Unknown:

I got a good shot. Yeah, that's a good also second good

Unknown:

reminder, go follow the juice on Twitter at Jeff Cohen 23

Unknown:

students and be verified on Twitter.

Unknown:

But this is a good perfect segue to our guest this week. You

Unknown:

know, we have always great guests on the show. But this

Unknown:

week may be one of the ones I'm most excited about. Maybe one of

Unknown:

the most impressive guests we've ever had on the show. And I'm

Unknown:

super excited to have him here we have none other than Rishi

Unknown:

Chadha, who is the Global Head of gaming content partnerships

Unknown:

for Twitter. Rishi Welcome to the business of esports podcast.

Unknown:

Paul, Jeff, thanks so much for having me today.

Unknown:

Appreciate I have for our listeners who the you know, the

Unknown:

few who maybe have not heard about you or seen you on Twitter

Unknown:

or, or know about you would love a little bit of your background

Unknown:

story how you got into gaming, why you did and talk about maybe

Unknown:

some of the work you're doing at Twitter today? Yeah, sure,

Unknown:

absolutely. So I've been in the gaming and esports space for

Unknown:

almost 13 years now. I've been at Twitter for almost five now.

Unknown:

I admittedly went to I kind of fell into the industry and was

Unknown:

very much in a at a very early time. When he came out of

Unknown:

college. I was really sure I was growing. Graduating during the

Unknown:

time of the session wasn't necessarily sure what I wanted

Unknown:

to do. I originally went to school to be a doctor. And then

Unknown:

I ended up changing majors, economics. And so I was I wasn't

Unknown:

really sure what I wanted to do. And a buddy of mine was like,

Unknown:

Hey, I work at a startup that does eyewear and looking for

Unknown:

someone to do business development, be interested. And

Unknown:

so I went over there and one of the I we were doing was

Unknown:

theories. And basically one of our target demos was gaming. And

Unknown:

so that's actually where I got first got to check out a Major

Unknown:

League Gaming event then got to see what people were doing. Were

Unknown:

playing professionally or people were posting videos on YouTube.

Unknown:

And so from there, I went over to a company called machinima

Unknown:

and help lead their partnerships and built their network up on

Unknown:

the Multi Channel network up. From there I went over to Major

Unknown:

League Gaming and help launch their life platform and work

Unknown:

distribution as well as working with the likes of valve and

Unknown:

Activision Blizzard on their esports programs. And then after

Unknown:

that and we got acquired by Activision and moved over to the

Unknown:

mobile game space to a company called mob crush

Unknown:

Did mobile game streaming? And then from there, I ended up in

Unknown:

Twitter. And so in my role right now I work with everyone from

Unknown:

game publishers and developers to esports teams and leagues to

Unknown:

in personalities to award shows on how they best utilize a

Unknown:

platform across a couple key things, which are revenue, reach

Unknown:

and innovation. So how do you really develop and distribute

Unknown:

awesome content on the platform that allows you to grow and

Unknown:

engage your audiences? But also, how do you also monetize your

Unknown:

audiences to build a business on the platform? And reach your

Unknown:

mini? Can you talk a little bit about how you see Twitter

Unknown:

fitting into the gaming ecosystem? Right? Like, what is

Unknown:

how would you define Twitter's place in that world? Is it like

Unknown:

the second screen to some of the other stuff that that people are

Unknown:

doing around gaming content? Is that about original content

Unknown:

there? Like? Where do you see Twitter's place in this world?

Unknown:

Yeah, I would say it's very much the second screen experience I

Unknown:

had when I was like to say is, no matter what video game it is,

Unknown:

or where that game is broadcast, people come to Twitter to talk

Unknown:

about it. We're the home for all gaming conversation very much

Unknown:

like the traditional sports, it's, you know, that esports

Unknown:

bar, if you will, where people are coming to talk about

Unknown:

anything that's happening. So there'll be watching something

Unknown:

on the big screen or on their computer screen, and in another

Unknown:

screen or on their phone, they have Twitter open, they're

Unknown:

sharing conversations or leaned in, they're talking about what's

Unknown:

happening. They're flipping and they're sharing short form

Unknown:

videos. It's really weird. All this is is happening around

Unknown:

gaming. And what's also really unique about Twitter is that it

Unknown:

allows for that gaming conversation to also then merge

Unknown:

with mainstream conversation and expose mainstream culture to

Unknown:

gaming in a way that you can't see anywhere else.

Unknown:

I mean, how has that been received? Because, you know, at

Unknown:

least anecdotally, we've seen examples of, you know, the, I

Unknown:

think it was the time that an Overwatch League match was

Unknown:

broadcast, like on ESPN or ABC or something. And you know,

Unknown:

there was a ton of tweets about like, you know, what is this?

Unknown:

Why, like, what am I watching here? Like what has been, maybe

Unknown:

you could talk a little bit about that overlap between

Unknown:

mainstream and sort of gaming echo chamber and how these

Unknown:

things these worlds collide on Twitter? Yeah, I think you get,

Unknown:

you get a lot of excitement when it happens. Because then you

Unknown:

see, like, the gaming community comes together, and it's like,

Unknown:

Oh, my God, this is an amazing moment. Think about when Drake,

Unknown:

first stream fortnight with Ninja, or you think about the

Unknown:

moments of just like big partnerships being announced

Unknown:

where these major big brands are coming into the gaming space.

Unknown:

The community is really excited about that. And they'll also

Unknown:

show up to defend themselves too, when people are like, Well,

Unknown:

why is this here? Why is this happening? So there's almost

Unknown:

this platform allows for the community come together and

Unknown:

celebrate, but also then hold accountable, those that are kind

Unknown:

of questioning why that should be even happening. And I think

Unknown:

it's it's been more of a positive experience in the long

Unknown:

term of like, Hey, we're being able to see how this is

Unknown:

progressing. And everybody's coming together on Twitter, I

Unknown:

just remember going back and looking at some of the tweets of

Unknown:

like, people being like, this is how this has piqued Twitter.

Unknown:

This is the best part of Twitter of all of us coming together to

Unknown:

celebrate this magical moment that's happening that's bringing

Unknown:

us into the mainstream, and how important that is. So obviously,

Unknown:

that was many, many years ago. But it's just so incredible to

Unknown:

see those moments happen. And we've seen many of them happen

Unknown:

over the years.

Unknown:

Up here curious, you know how much interest Twitter has right

Unknown:

now, maybe in live streaming? I know there's been some history

Unknown:

with the company, Periscope and sort of shut that down. But do

Unknown:

you think as you're, as you're thinking about a gaming strategy

Unknown:

is live streaming a part of it? We've seen a lot of the other

Unknown:

big social players get into it, then get out of it. A couple

Unknown:

that with you know, could you ever see Twitter actually

Unknown:

broadcasting, you know, esports leagues esports matches, and

Unknown:

then maybe you could also talk about spaces. So just Yeah,

Unknown:

broad context of life. Totally. So taking a step back. We used

Unknown:

to stream we had a partnership. Many years ago, with ESL, we

Unknown:

were streaming a lot of the Intel Extreme Masters and ESL

Unknown:

One events. So we've done that in the past. I think, in

Unknown:

general, the way I look at life, is there's already significant

Unknown:

players in the space doing a lot of really amazing things.

Unknown:

There's no, it's not necessary for Twitter to get in the mix

Unknown:

for that too. To make it work. I think what we do a really good

Unknown:

job of is complementing all of those other platforms, where

Unknown:

that place where people can have conversation, share from quick

Unknown:

clips and highlights to be able to notify people in their lives.

Unknown:

So we already have a really important role that we're

Unknown:

playing and want to be really good at that role, and not

Unknown:

trying to have to reinvent the wheel there. We do support live

Unknown:

video still on the platform. We have it now like Periscope has

Unknown:

been integrated into our Media Studio functionality. And so for

Unknown:

us, you know, it's always about if we have live broadcasts on

Unknown:

the platform, how is that complementing the conversation

Unknown:

that's happening? Right at the Game Awards? Three, he's made

Unknown:

these big gaming bets, or is it shoulder program, pre and post

Unknown:

shows for esports turn? All of those things make a lot of sense

Unknown:

for the platform because they help foster

Unknown:

conversation and are complementary to our platform.

Unknown:

But they're also not going to go and cannibalize viewership

Unknown:

another

Unknown:

ratio does that imply that, like Twitch 10th is more your direct

Unknown:

competitor than Twitch or YouTube bar as platforms in and

Unknown:

of themselves? I wouldn't even I wouldn't even say Twitch chat is

Unknown:

a competitor or discord as a competitor. And here's the The

Unknown:

analogy I like to use for stuff like that. It's like, We are the

Unknown:

actual bar you go to, and there's a bunch of people in

Unknown:

there, it's a rowdy Friday night, right? Where that bar,

Unknown:

that table where you're sitting with your friends, that quiet

Unknown:

table in the corner that you're sitting in, or the private room

Unknown:

that you're sitting in, that's very much a Twitch chat or a

Unknown:

discord, right, there's an ecosystem for both things to be

Unknown:

living together. And they actually like info share, and

Unknown:

things are happening because of that. So it's actually like much

Unknown:

more of an a broader ecosystem. And I think that we are actually

Unknown:

that conversational layer of the internet across the board. So we

Unknown:

have much more of a public facing

Unknown:

ecosystem.

Unknown:

And sorry, let me take that one step further as the implication,

Unknown:

then the Twitter is not going to get into this because there's

Unknown:

the game right now of hiring away. Content creators on

Unknown:

exclusive basis, right, we see YouTube paying people to jump

Unknown:

ship from twitch and people coming back to twitch. And we

Unknown:

saw it with mixer and we saw it with Facebook. And you know, is

Unknown:

there is there a world where Twitter throws their hat in this

Unknown:

ring and says, We want content creators exclusively on Twitter,

Unknown:

or, as the message I'm getting from you hear that, that's not

Unknown:

ever of interest to Twitter, that's not ever of interest.

Unknown:

It's, again, we are focused on being a supporting layer, the

Unknown:

internet, and we complement all the other platforms. So for us,

Unknown:

we're very neutral in that. And we're not looking to have people

Unknown:

exclusively on our platform, we're looking to be an

Unknown:

additional revenue stream for our partners. And for creators,

Unknown:

we're looking to be an additional distribution layer

Unknown:

for our creators and partners as well, too. So there's no need

Unknown:

for us to have to make that exclusive. I'm seeing the

Unknown:

exclusivity game for nine plus years in my career. I've done it

Unknown:

multiple times before. But one thing's for certain that's held

Unknown:

true throughout all of it is that Twitter is not a place that

Unknown:

requires that it's a place that is connected with all the other

Unknown:

classes.

Unknown:

And and you mentioned monetization, like is that? What

Unknown:

is what is the sales pitch to creators from a monetization

Unknown:

perspective to get them to put content on Twitter or to use

Unknown:

Twitter? Like, what is that sales pitch from a monetization

Unknown:

perspective for creators? Yeah, we we've launched a few new

Unknown:

things recently. So I think like, that's what's been really

Unknown:

exciting to see around tipping also around super follows. You

Unknown:

know, I think both are still pretty new. But we're starting

Unknown:

to see how they continue to develop and how people are going

Unknown:

to utilize them in future. I think what we've also done now

Unknown:

with E commerce with shopping is something that's been really

Unknown:

exciting, where we're now importing shop modules on your

Unknown:

profile pages. So as creators are building their own merch

Unknown:

out, they can distribute that there, too. So those are the few

Unknown:

things that are like really new that we put out that I think are

Unknown:

exciting parts of like how creators can monetize on

Unknown:

Twitter. But separately, we also have a program called amplify

Unknown:

preroll. It's basically you know, a really brand safe way

Unknown:

for you to monetize clips and highlights on the platform via

Unknown:

Google. And so it's invite only, but we allow people to then come

Unknown:

in, they can post their gameplay highlights to stream highlights

Unknown:

their clips, that cuts down, write downs, all short form

Unknown:

content, and they can actually then monetize it with us and do

Unknown:

pretty well. So what's exciting about this, and the way I like

Unknown:

to pitch it is this is an additional revenue stream for

Unknown:

you. That's not just your YouTube or your or your

Unknown:

streaming plans. It's actually something else that can be

Unknown:

complementary to it. It doesn't cannibalize what you're doing. I

Unknown:

think we all know and I think creators in general are looking

Unknown:

at it right now and saying, How do I continue to diversify my

Unknown:

revenue streams, we can just put all our eggs in one basket. And

Unknown:

so that's been the unique opportunity for us is to say

Unknown:

like, we're an additional output for you. And here's why you

Unknown:

should be doing.

Unknown:

Rishi, one thing I wanted to touch on was it because we

Unknown:

brought it up on our live show, we do a live stream every week

Unknown:

on Wednesdays at 2:30pm. Eastern Time. And we've talked about the

Unknown:

gaming report that you and Twitter put out, I guess twice a

Unknown:

year now or is it it's yearly or it's twice yearly? I believe.

Unknown:

And, and one thing I think we all took away or I think the

Unknown:

question all of us on the panel had that day that we talked we

Unknown:

discussed it was there's so many names on these lists that as

Unknown:

pariah primarily North American focus podcast,

Unknown:

seemed to come out of left field. Right. And

Unknown:

we were trying to figure out is the conclusion from these

Unknown:

reports that

Unknown:

from a North American perspective, everyone is

Unknown:

massively under estimating. For example, the Latin American

Unknown:

game

Unknown:

In the ecosystem and how popular it is, or is it that Twitter is

Unknown:

so popular in that part of the world, that the data is is

Unknown:

biased that way? Right? Do you see what I'm saying? We've we're

Unknown:

trying to figure out is it? Is it that there's so many people

Unknown:

who use Twitter in Brazil, that of course, you're gonna get a

Unknown:

ton of tweets about Brazilian esports teams? Or is it truly

Unknown:

that as North Americans, we underestimate the scale of

Unknown:

gaming in places like Brazil? I would say, it's, I would say

Unknown:

it's much more of a ladder. And here's and here's why we've been

Unknown:

doing this report now for almost two minutes, five, five years

Unknown:

now. And we've seen, there's been a huge shift in just the

Unknown:

fandom and the way the conversation is evolving. Like

Unknown:

look at the esports scene, right? Up until probably last

Unknown:

year, FaZe Clan was the number one most talked about.

Unknown:

And then loud showed up, right. And now you're also seeing that

Unknown:

you have many and before to that list, used to be significantly

Unknown:

more North American heavy. But now we're starting to see the

Unknown:

globalization of esports. We're starting to see the fandom for

Unknown:

esports globalized as well. So it's not just like, oh, it's the

Unknown:

people in Brazil tweeting about it. But you also have people in

Unknown:

Europe tweeting about it or other regions tweeting about

Unknown:

these teams, too. So I think what was happening is that North

Unknown:

America was dominating for such a long time, the conversation,

Unknown:

but we've seen now that the conversation is actually

Unknown:

becoming more global. And because of that, it's represent

Unknown:

that list that we have not to.

Unknown:

Yeah, I mean, it's amazing to me, because some of the names on

Unknown:

this list, again, right, like FaZe Clan, everyone recognizes

Unknown:

they're now public company, but things like loud Carmine crazy

Unknown:

raccoon, these are not in brands that are that well known in

Unknown:

North America.

Unknown:

And you know, that I have a curiosity. Like, we would love

Unknown:

to know, what is the volume of tweets, for example, like, are

Unknown:

we talking about hundreds of millions? 10s of millions,

Unknown:

right? Like the I think there's a lot of interesting data behind

Unknown:

the scenes here. I'm sure that you guys can can sort of parse

Unknown:

and figure out if I can find a follow on to that question. Is

Unknown:

there anything that some of these top teams are doing that

Unknown:

maybe is making them stand out, like maybe loud is doing

Unknown:

different collaborations or they had a really interesting

Unknown:

partnership that they announced? Like, is there? Or is it just

Unknown:

they have more fans? Is it a kudos to that social media

Unknown:

manager? Or is it well, no doubt.

Unknown:

I think it's the way the fans use Twitter and how they tweet,

Unknown:

they're much more frequent viewers, you also just are

Unknown:

looking at

Unknown:

the way Brazilian fans tweet or Japanese fans tweet based they

Unknown:

tweet in such volume that it helps drives up the conversation

Unknown:

quite a bit.

Unknown:

I think also, it's a big thing is like how, where their fans

Unknown:

are. And a lot of these teams that are on this list have much

Unknown:

more of a global presence than some of the other teams that are

Unknown:

much more focused their only region. Zack Masada is on my

Unknown:

team, he actually also dropped all of the US insights. And if

Unknown:

you look at the US insights, it's totally different. And it's

Unknown:

much more North American folk. Right. So I think that it's a

Unknown:

testament to like, where the conversations are driving from

Unknown:

where they're coming from an eating the advice for a lot of

Unknown:

other folks that aren't on the list or lower on the list is,

Unknown:

think about how you're globalizing your strategy. What

Unknown:

are you doing to actually tap into a much more global audience

Unknown:

so that you have more fans tweeting about you. And then

Unknown:

also think about what games you're in to? Some of the teams

Unknown:

that are on here, right, like loud is doing garena free fire,

Unknown:

but they're also in CB law. And CB law is one of the most talked

Unknown:

about the three esports. And so it's like a testament to

Unknown:

thinking about what are your strategies and what you're

Unknown:

tapping into as well.

Unknown:

Rishi we had

Unknown:

tips, our TOS one of the owners of OTK on the podcast and tips,

Unknown:

expressed sort of something that I thought was very powerful as a

Unknown:

content creator. And where he said, Look, as OTK the way we

Unknown:

think about platforms is things like tick tock are where we

Unknown:

participate, to drive growth, and twitches for monetization.

Unknown:

Right? And they sort of have pigeonholed platforms in terms

Unknown:

of is it for growth? Or is it for monetization? Where on that

Unknown:

spectrum, would you put Twitter today? Like if if tick tock is

Unknown:

sort of far end of growth, because they don't really have

Unknown:

much from a monetization perspective. And Twitch is

Unknown:

really on the opposite end in terms of monetization, because

Unknown:

growing there, if you're at zero is really difficult. Like where

Unknown:

is Twitter on that spectrum? If you're a content creator, in

Unknown:

your mind?

Unknown:

It's a good question. I would probably put us right in the

Unknown:

middle. We're a little bit of both. I think we're just we're

Unknown:

really good for like we have monetization opportunities and

Unknown:

we're able to do more with that. But separately, we're also the

Unknown:

place that you're using to tell people your life you're telling

Unknown:

utilizing this to help

Unknown:

distribute content and build awareness around yourself and

Unknown:

your organization and your content. So we played an

Unknown:

important role for both sides of the spectrum.

Unknown:

And and you mentioned,

Unknown:

like, I guess, does that mean? Does that imply that the type of

Unknown:

content creator who uses Twitter will be a certain type? Or do

Unknown:

you think it's very much open to anyone in the site, and I'll

Unknown:

Sorry, I'll get I'll give a bit more color around that. In the

Unknown:

same way. Certain types of content creators do very well on

Unknown:

tick tock, but may struggle on a platform like Twitch right, like

Unknown:

an IRL streamer on tick tock is not going to do as well as they

Unknown:

would on Twitch necessarily, or, you know, and so, are there some

Unknown:

genres of content creators that you think Twitter is

Unknown:

particularly well suited for today? Or is it very much? Not

Unknown:

the case that it's specific to anyone?

Unknown:

I think it can be it's not, it's not specific to any type of

Unknown:

content creator, in my opinion, here's why. What you've been

Unknown:

describing is two types of video consumption habits, Twitch being

Unknown:

long form video, and then also Tik Tok being short form video.

Unknown:

And I, as much as I think that video is a priority for Twitter,

Unknown:

it's going to be a priority and continue will continue to will

Unknown:

be.

Unknown:

We also are far more than that, right? We're more than 280

Unknown:

characters, we've got text based image based video based audio

Unknown:

based content on the platform to so it really depends on what

Unknown:

your skill that and what you want to focus on on the

Unknown:

platform. You can really cater to any of that stuff on our

Unknown:

platform. So it's not specific. And you do it because you're on

Unknown:

twitch or can you do it? These are tick tock? I think both

Unknown:

we've seen both types of creators thrive on the platform,

Unknown:

because we're so much more than just video.

Unknown:

How do partnerships Rishi with the developers look like today?

Unknown:

The publishers.

Unknown:

And I'll ask this in the context of, you know, we've had so many

Unknown:

guests come on the show talk about word of mouth driving

Unknown:

adoption of new games, right that when a new game drops, if

Unknown:

streamers aren't playing it, and people aren't talking about it,

Unknown:

the chance of success of the game goes way down. How do you

Unknown:

How are your conversations with publishers and developers in

Unknown:

that context?

Unknown:

So we, with publishers and developers is a few areas we try

Unknown:

to think about we run is how do we collaborate with our

Unknown:

publishers on thinking about really innovative ways to drop

Unknown:

information or drop announcements around their

Unknown:

upcoming titles or things that are happening with their games.

Unknown:

A great example is just the way we've worked with Epic Games and

Unknown:

fortnight, and all of the things we've done with them around each

Unknown:

of their seasons, whether it's the profile flips, we've done

Unknown:

that if everyone, if you get enough people to submit an

Unknown:

avatar flip, will release new parts of the map, or the black

Unknown:

hole experience that we did a few years back. So it's like

Unknown:

thinking about how do we get people talking about what's

Unknown:

happening, and really fun and engaging ways that drive

Unknown:

conversation, but also allow us to then collaborate on showcase.

Unknown:

So there's that component, then separately, I think you also

Unknown:

have as more publishers are getting an esports so think Riot

Unknown:

Games or Blizzard, we're also working with them on their

Unknown:

esports strategy and thinking about how we can be a

Unknown:

distribution partner for them around clips, highlights, and

Unknown:

also looking at ways that we can monetize their content with them

Unknown:

through brand partnerships to

Unknown:

on those esports leagues specifically.

Unknown:

I'd love for you to compare and contrast sort of the experience

Unknown:

with a riot versus an Activision Blizzard

Unknown:

in the sense that you know Activision Blizzard has always

Unknown:

focused on these team based city based leads

Unknown:

versus a riot, which I think has taken a more global approach

Unknown:

more brand driven approach.

Unknown:

Is there is there any sort of has any one succeeded better on

Unknown:

Twitter versus another? Like, obviously, you can target you

Unknown:

can geo target on Twitter and do those kinds of things. So like,

Unknown:

have the Activision Blizzard leagues used it to great success

Unknown:

as a consequence event because they can reach only people in

Unknown:

New York or only people in Boston? Like what is that

Unknown:

experience? What are the difference has been between

Unknown:

those two experiences? I'm curious.

Unknown:

Um, I would say in general, what I've really tried to focus on

Unknown:

with both partners is how we continue to reach fans globally.

Unknown:

So while they while you know, Activision, Blizzard may be

Unknown:

looking at city based leads and things like that, I still try to

Unknown:

focus on a global lens with them of how do we just reach as many

Unknown:

people as possible, and how do we think about this as driving

Unknown:

as much conversation as possible? So really, that's more

Unknown:

of our focus, because, you know, just because, in all US

Unknown:

traditional sports analogy of like, someone could live. I'm an

Unknown:

Oakland Raiders fan or not Vegas Raiders fan, right, but I live

Unknown:

in Southern California, and that doesn't matter where the team

Unknown:

is. I'm a fan of them. And I think it's the same thing with

Unknown:

esports is doesn't matter where the team is based or located you

Unknown:

can be

Unknown:

You can have them anywhere in the world. And so that's always

Unknown:

been my, my framing with them of how do we drive conversation and

Unknown:

do stuff that's going to engage the entire globe. And I do the

Unknown:

same thing with Riot too. But I think we riot they have some of

Unknown:

the more localized leaves. And so for us, it's about how do we

Unknown:

also just help support your local leagues in addition to

Unknown:

your global events and things like that. So

Unknown:

not much of a difference. So this may be a little bit of a

Unknown:

disappointing answer. But there's not much of a big

Unknown:

difference between how we approach both of them, because

Unknown:

they both can learn from that same type of mindset. And so,

Unknown:

you know, they both been amazing partners to work with on how we

Unknown:

can do those things, and have both been really leaned down and

Unknown:

really open and receptive to the feedback we've given on that

Unknown:

set.

Unknown:

Um, Rishi, we only have a few more minutes here, but I wanted

Unknown:

to get your thoughts on, I think, what is a hot button

Unknown:

topic in the industry and, and something we hear a lot about,

Unknown:

which is, you know, diversity, and toxicity. And I'm curious

Unknown:

what Twitter is actively doing on those two fronts? Because,

Unknown:

you know, just in my own personal experience, it's

Unknown:

Twitter can be a toxic environment.

Unknown:

I'm also very opinionated. So I mean, I guess it comes with the

Unknown:

territory. But

Unknown:

you know, what, what is? What are some of the things you guys

Unknown:

are doing? And how are you looking at that? If you are,

Unknown:

yeah. So, you know, we, we always want to serve the public

Unknown:

conversation. But we also want to make sure that we're a

Unknown:

platform that provides a healthy public conversation, that's most

Unknown:

important for us, too. So we've launched a lot of different new

Unknown:

tools recently. One was safety mode. The other one was

Unknown:

conversation controls, which allow you to determine who can

Unknown:

reply to your tweets, recently, we, we've really, we've released

Unknown:

it, the ability for folks to remove themselves from a

Unknown:

conversation. So let's say a conversation is just getting too

Unknown:

spicy, and you don't want to be a part of it anymore, you can

Unknown:

inject. So those are the things that we're trying to get out

Unknown:

there to allow for people to have more control over their

Unknown:

conversation. Even with conversation controls, you can

Unknown:

now adjust them, like into the conversation. So like, let's say

Unknown:

the conversation is going getting out of hand, you can

Unknown:

reel it back in and say you know what, only people following me

Unknown:

now reply to this report, if you want to open it up, you can

Unknown:

change it the other way, too. So we're really focused on pushing

Unknown:

out more of those tools that allow for much more of a

Unknown:

healthier conversation, or at least the ability to roll that

Unknown:

conversation. And then separately, I think just

Unknown:

diversity inclusion, you know, in general, what I've noticed is

Unknown:

that there has been a systemic problem where if you weren't

Unknown:

necessarily part of an esports team, or knew the biggest and

Unknown:

best people, you didn't get the access to things or didn't learn

Unknown:

about things and didn't have access to tools. And that's

Unknown:

something that I just want to continue to change and push

Unknown:

forward. It's, it's really, really important to get more

Unknown:

people that aren't just, you know, white males that have

Unknown:

actually be a part of the conversation, allow them to have

Unknown:

access, same tools and do more to. So we're really, really keen

Unknown:

on just providing that and getting more access to everyone

Unknown:

things Media Studio, doing stuff like amplify pre roll or getting

Unknown:

access to our monetization tools. Because we want to be

Unknown:

able to provide that what we have for everybody, and for all

Unknown:

of the top graders because I think it's really important as

Unknown:

kids are starting to get older, our generation is getting older,

Unknown:

and now we're going to have and they're having kids, they're

Unknown:

going to want to see creators that are going to look like

Unknown:

them, and not just creators that have looked the same for a long

Unknown:

period of time. And so I think we just need to see more of that

Unknown:

happening. And, you know, I'm committed to trying to make sure

Unknown:

that happens, especially on Twitter. Thanks, Rishi. That's,

Unknown:

that's definitely a good good sentiment. I know where we're

Unknown:

kind of getting to the the end here. But I've got one more kind

Unknown:

of big picture question for you probably could spend another

Unknown:

half hour on this one. But could you maybe just talk about, you

Unknown:

know, your vision for the future of Twitter gaming? What what is

Unknown:

the next three, five years look like? What are your big

Unknown:

strategic kind of initiatives? Highlight here? Yeah, I want I

Unknown:

think in the next three to five years, I want any game creator

Unknown:

to be able to come on Twitter and build a business. So I want

Unknown:

to be able to scale the I want to be able to scale things like

Unknown:

amplify pre roll, I want to be able to allow for people to then

Unknown:

do stuff with monetization and distribute video in an easier

Unknown:

way. I also want to be able to see what we do with things like

Unknown:

communities, and how we can allow people to then build their

Unknown:

own communities on the platform that complement what they do

Unknown:

elsewhere. We're just going to continue to be more of that

Unknown:

connected player on the platform. And we're going to

Unknown:

focus on just continuing to support creators in general and

Unknown:

becoming much more of a viable place for creators in addition

Unknown:

to whatever else they're doing on other platforms. I think it's

Unknown:

an awesome vision Rishi, love that for our audience. So much

Unknown:

insight here like I said, like Jeff said, we could probably

Unknown:

have gone two more hours with this. How can people follow you

Unknown:

Rishi and follow the work you're doing at Twitter and, and maybe

Unknown:

sort of keep track of the new stuff coming from Twitter on the

Unknown:

gaming sites? Yeah, definitely check out so I'm at our D O. T

Unknown:

Cha DHA. Also follow at Twitter gaming. And then definitely

Unknown:

check out at Twitter create as well as we continue to

Unknown:

Use that to showcase new content updates. That's awesome. Really

Unknown:

appreciate it. Thank you, Rishi for coming on the podcast. Our

Unknown:

fans can of course look forward to add Jeff Cohen 23 being

Unknown:

verified this week.

Unknown:

Now I'm just using a couple of last housekeeping points before

Unknown:

I let everybody go here. Don't forget guys, make sure to follow

Unknown:

business and esports everywhere on Instagram, on Twitter, on

Unknown:

tick tock on YouTube on LinkedIn. Everywhere you get our

Unknown:

content, there's so much content that we put out on all these

Unknown:

platforms. Also, don't miss our live stream on Wednesdays at

Unknown:

2:30pm. Eastern time. It's a new time. We really appreciate

Unknown:

everyone who shows up for that. It's a lot of fun. We cover all

Unknown:

the news from the week with a bigger cast. So it's a blast,

Unknown:

Wednesdays 2:30pm Eastern time. And as always, guys, don't

Unknown:

forget the most important thing. The future is fun. We'll see you

Unknown:

guys next week. Thanks for listening to the business of

Unknown:

esports podcast. Check us out at the business of esports.com and

Links