GameSquare is rebranding its gaming and esports-focused livestreaming measurement platform Stream Hatchet into Hatchet, which it describes as “the first full-service creator matching and brand marketing analytics platform built for marketers looking to engage in youth culture with an emphasis on gaming.” As part of the revamp, Hatchet, which counts Electronic Arts and NASCAR among its clients, will creator analytics including discovery, campaign tracking and ROI measurement. The rebranded platform will include an AI “Smart Search” and add in data from sources like TikTok Live, Twitter/X and Instagram along with its existing livestreaming network measurements, which are calculated based on 10 years of insights, more than 50 million creators and over 30 platforms. Per GameSquare, changes coming to Hatchet include:● End-to-End operation: Data and execution in one tool that allows users to find, verify, analyze, build, and report insights all together.● Data set expansion: Hatchet can now pull from Twitch, YouTube, Kick, TikTok and over 30 platforms.
Users can narrow search by audience overlap and chat sentiment with YouTube paid-vs-organic view identifications in the work, among other new descriptors.● AI integration: For the first time, there is no manual configuration required. With “AI Smart Search,” users can evolve from a passive search platform into an active intelligence engine. This tool can also proactively surface the right creators at the right time.● Creator Community: Manage your entire creator roster from one place.
Brief, track, and coordinate campaigns end-to-end via a single, customizable hub with no manual tracking. The new creator marketing analytics solution aims to help brands leverage the impact of gaming on youth culture. This is not a generic tool being retrofitted to gaming.
It is a full-service proposition backed by the entire GameSquare ecosystem,” GameSquare CEO Justin Kenna said. For comparison, we are building something that gives the same type of insights as the Nielsen ratings, but for content creators and using the highest standard that exists in the market, with more options than other platforms offer.” “Over the years Hatchet has developed powerful tools and data sets to move the industry past reactive discovery,” Hatchet director of product Alessandra Pinto said. Hatchet is our vision as that true strategic partner to help brands move from outreach to activation and manage the full campaign life cycle.” See below for more from Variety’s Q&A with Pinto about revamping Hatchet.
The creator landscape has fundamentally changed. Creators now build audiences across multiple platforms and increasingly now include gaming as well as mainstream culture. It is critical for brands to understand a creator’s full ecosystem rather than evaluate individual channels in isolation … treating those platforms as interchangeable can mean missing important differences in audience behavior and influence.
Hatchet is expanding to give brands a more complete view of how creators, audiences and internet culture intersect, helping them identify which creators matter to specific audiences, on which platforms, and why. We designed Hatchet’s AI around real challenges brands/marketers face. Smart Search allows users to describe the creator they are looking for in plain language and translates that intent into search criteria across more than 50 million creators and 30+ platforms, while the Daily Dashboard feature personalizes insights based on each user’s needs.
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