Gillette and Twitch partner on global gaming alliance

Gillette and streaming platform Twitch have partnered to launch the Gillette Gaming Alliance.

The Alliance will push the Bits for Blades promotion, an initiative that provides viewers the opportunity to earn Twitch Bits (in-platform donations) that they can use as virtual currency to support streamers.

By clicking on a Gillette banner, viewers can purchase Gillette products through Amazon – Twitch's parent company – or other third-party vendors, and in return earn up to 250 Twitch Bits.

“The Twitch community thrives on being able to directly support their favorite streamers both emotionally and financially, and seeing that support show up on screen is an added bonus,” said Nathan Lindberg, senior director of global sponsorship at Twitch.

“Through ‘Bits for Blades,’ Gillette is empowering fans to completely support their favorite streamers and be recognized for it by their peers, all because of their affinity for Gillette products."

The Alliance will also be featured as a fan experience at TwitchCon Europe in Berlin from 13-14 April.

“With our history of partnering with the best in class in sports and entertainment around the world, and as an early non-endemic brand playing in the gaming and eSports space, Gillette is proud to take this next step with Twitch and align with the best streamers from around the world,” said Jaweria Ali, global marketing director at Gillette.

The Alliance features streamers 11 streamers from 11 countries: America, Italy, Poland, Japan, Brazil, Russia, Spain, South Korea, Turkey, Germany and the UK.