Scaling Azarus through streamers.
Three escalating streamer campaigns that scaled Azarus’s US presence, and became its growth foundation.
Cracking the US market with streamer-led growth.
A product that worked. Time to scale it.
Azarus was a native Twitch overlay, trivia, polls and challenges built on top of live streams, backed by Galaxy Digital, Animoca Brands and Kleiner Perkins. The tagline: “Turn passive viewers into active participants.”
The product worked. What it didn’t have yet was scale, top US streamers running it live, week after week, in front of the audiences it was built for. That’s where I came in.
A coordinated US push for League of Legends.
I paired the LoL overlay launch with a coordinated US streamer push, Caedrel, CookieLoLxx, lol_Nemesis, Tarzaned and more, booked through AFK and BEN Agency. 10M+ viewers reached. MAU up 80%.
+80% MAU
From one coordinated pulsepoint.
The first Streamer Awards.
March 2022: I secured the title sponsorship of the first Streamer Awards, a 6-figure deal, plus a 5M+ AZA prize pool (~$50K) for fans to win live.
The overlay was built for the show: 14 categories, ~65 nominee streamers, a team member inside the production room firing trivia in real time. Not a banner on the broadcast, part of it.
“Azarus turns livestreams into a digital arena, and our trivia game for The Streamer Awards is a truly tailored experience for viewers to play along to the live show.”
Crashed the servers
500K peak viewers, 90% engaged, 20% redeemed, then the servers gave out. We weren’t prepared for our own success.
Streamer Royale: same engine, different stage.
Two months later the same playbook ran back on Amouranth’s Streamer Royale, 16 streamers, a polling-to-revive twist. This time the servers held. Same engine, different stage.
60K
Azarus players on the day, from 275K viewers, and the servers held this time.
A cross-platform launch with Meta.
Alongside the campaigns, I project managed the launch of Azarus onto Facebook Gaming with the Meta teams, ~100 streamers in the Beta. The same engine, a different platform: proof the playbook wasn’t Twitch-dependent.
~100
streamers in the Facebook Gaming Beta, launched with Meta.
Three campaigns, one engine.
The relationships built across these three moments became Azarus’s US growth foundation.
Three repeatable principlesDemand is bigger than the build.
90% engaged, the audience showed up bigger than anyone projected. Build for the upside, not the projection.
Three campaigns escalate, one engine compounds.
LoL proved the model. Streamer Awards proved it at scale. Streamer Royale proved it repeatable.
Preplan, then react in real time.
Trivia tied to the show gets you most of the way. Questions fired live as it unfolds push engagement to its ceiling.