The creators BEN selected for the “Life Is Strange: True Colors” campaign ran the gamut. Massive names like Dansgaming with 824K followers, along with more niche players, such as Kari, with 43K followers, were two of 39 total creators. Each was tasked with streaming their gameplay on Twitch during the first four days following the game’s release, resulting in completely unique live streams, since players’ choices impact the storyline.

Across 38 live content pieces, the collaboration yielded 420,000 total live views, more than 131,000 total concurrent views, 149,000 total hours watched, and 215,000 total chat messages. One of the top gamers on Twitch, Sykkuno, came in with the most average concurrent views at 20,200. He alone had a total of 2,611,680 total minutes watched and the most chatters (unique messages)–over 15K.

The most surprising and powerful result, however, was the true passion that creators had for the game. BEN contracted creators to stream for two hours. But, completely of their own accord, more than 20 creators streamed for over five hours, delivering 2,600 minutes in added value time, which would have cost Square Enix more than $72,000. Lil_Lexi delivered the longest piece of content, streaming the game in full for over eight hours.
What drove this commitment to the collaboration? Creators reported an overwhelmingly positive experience working on the campaign, citing the inclusive nature of the game. “As a personal sentiment, thank you guys again for letting me do this,” creator Snake wrote after the campaign. “The series means a great deal to a big chunk of my little community, myself included, and being able to cover it this way makes it all the more special.”
Moving forward, Square Enix is interested in re-engaging some of the top creators from the “Life Is Strange: True Colors” launch for upcoming campaigns. The brand hopes to establish brand ambassadors and maintain strong creator relationships.