Marketing in the world of gamers with Maciej Sawicki of inStreamly
The world of advertising has changed beyond recognition. Attention has become the most expensive currency, and users already know what an ad is, and they don't like it. For years, Maciej Sawicki has been creating solutions that let brands operate in streaming and gaming in an authentic, unobtrusive and effective way. In this episode of SUURowo o marketingu, he shows how to build communication that doesn't interrupt the experience, but becomes part of it.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
Streaming isn't just about games
Why can a viewer spend three hours watching a stream, yet scroll past reels after two seconds? Because on a stream they aren't watching a game, they're watching a person.
A streamer is not a broadcaster, but a kind of community host. They create a space where people don't just watch, but spend time together, comment, joke, build shared rituals and form relationships.
That's why, as Maciej says, streaming beats TikTok and Instagram with one element: community.
Gaming as a media touchpoint
Most marketers still think "gamers are young boys with a console". In fact, they are a diverse group with huge purchasing potential.
"Gaming is not a tool for reaching gamers. It's a tool for reaching people who have attention."
Brands that understand this start acting differently. They don't "buy ads on Twitch"; they create experiences that support the community.
When advertising stops getting in the way, it starts working
The best campaigns are the ones that don't interrupt what people love doing, but add value to it. Like the Allegro campaign Maciej talks about:
Instead of interrupting gamers' streams, Allegro created a challenge system in the game. Players could win "smart coins" for playing the way they always played. Viewers also got rewards for watching.
The result was an ad that engages rather than annoys. A brand that supports rather than gets in the way.
Marketers are still learning this game
It took years to build awareness among marketers of how to use streaming in campaigns. inStreamly was the first in Poland to start educating the market on how to act wisely in gaming. Today Maciej admits:
"Being first has more downsides than upsides. But thanks to it, we learned how to talk to the industry about innovation."
Their key to success? Direct contact, workshops and consistency. Because in B2B marketing, especially in the media industry, there are no accidental leads.
Personal brands as free reach
Maciej and his business partner Wiktoria Wójcik show that LinkedIn is the best B2B channel today, provided you create content, not ads.
"Publishing on LinkedIn is free reach. You pay for it not with money, but with time."
As many as 10 people in the company post regularly, each in their own specialism. This helps inStreamly build visibility, credibility and a brand culture that attracts people with similar values.
Content that builds trust
Maciej has been posting every day for 90 days. That brought him 3 million views, follower growth from 3,500 to 13,000, more applications to the company's open recruitments, and a brand people now say "pops out of the fridge".
"Popularity is not the goal. The goal is to be top of mind among the people you want to work with."
This is content that doesn't sell, but builds trust.
Key takeaways from Maciej Sawicki
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