Video game streaming platform Twitch has unveiled its first original game. The Amazon-owned company is tapping into the current trend toward videos and lip syncing with Twitch Sings. The game launched after a beta phase that started last year. It is backed by licensing deals with the major music publishers, as well as almost 200 indie publishers and many copyright collection societies.
The new game puts Twitch in competition with a few unusual new rivals. Most obvious is TikTok, the internationally popular mobile app that grew its audience even more when parent company Bytedance acquired Musical.ly. Facebook also has a Lip Sync Live platform with the same premise. Twitch Sings does need its players to actually sing, so people who find success will likely have real talent or be hilariously bad. It will leverage the company’s existing infrastructure and user base in live streaming, with features for audience interaction, such as viewer-invented challenges for the singer, and options to sing solo or as a duet with another streamer.
“Twitch Sings unites the fun and energy of being at a live show with the boundless creativity of streamers to make an amazing shared interactive performance,” Twitch Sings Executive Producer Joel Wade said. “Many games are made better on Twitch, but we believe there’s a huge opportunity for those that are designed with streaming and audience participation at their core.”