POG Picks, Twitch’s livestream shopping event, is back for the holiday season this year. There will be four separate activations in the U.S., Canada, U.K., and Germany. Amazon-owned Twitch is restarting livestream shopping based on stats from Coresight Research that predicts it will grow to be a $20 billion market this year compared to $6 billion in 2020.
POG Picks Holiday Hive
The term, “Pog” is an acronym for “play of game” which is gaming slang for something excellent. It was the third “POG Picks” live shopping event that was streamed days before Thanksgiving through Twitch.
Twitch’s POG Picks features a mix of both curated products selected by staff and influencers, as well as sponsored brand insertions. The items appear in a carousel in the stream. Clicking on the product links typically leads to an Amazon product page. As Twitch accounts are also shared with Amazon, users are quickly converted.
Streamers from the U.K. and Germany hosted a Black Friday shopping event at 10 a.m. ET on Nov. 25, which featured Twitch’s first social-commerce production in Europe that shoppers tuned into live. The stream also had giveaways, with a chance to win featured products. On December 10th at 9pm ET, the US audience will be able to participate in “POG Picks: Holiday Hive”.
Pog Picks has nearly tripled its sponsorship revenue from last year, an impressive feat that can be attributed to the company’s e-commerce background as well as the streamer’s expertise in content creation. This year, the platform is projected to host double the number of POG Picks shows compared to last year, said Adam Harris, global head of Twitch’s Brand Partnership Studio in a released statement.