inStreamly NewsFor Brands05.05.2026
Q1 2026 Wrapped: How inStreamly and New Game + Built for Scale
Q1 2026 was defined by relentless scaling. We upgraded our platform architecture and pioneered the rollout of Gaming 360° activations in Poland., strengthened our partnerships team. To top it off, we cemented our leadership at the heart of the nation’s most influential creator community gathering. Across inStreamly and New Game +, we kept building the infrastructure brands need to enter gaming with scale, safety, and measurable attention. Two engines running in parallel, each getting sharper.
Here is what happened between January and March.
Złote Antosie 2026: backing the next generation of Polish creators
We kicked off the year at the epicenter of Polish streaming: Złote Antosie. Our sponsorship of the ‘Rising Star’ award underscores our commitment to identifying and empowering the next generation of digital pioneers before they become household names The gala brought together one of the highest-reach creator community moments of the quarter, with combined live viewership across Kick, Twitch, and YouTube.
New Game +: high-impact Gaming 360° activations in Poland
In Q1, New Game + strengthened its Gaming 360° work in Poland with high-impact activations built to show what gaming campaigns can become when they move beyond isolated placements.
The Gaming 360° Engine is designed to connect every part of the process: strategy, targeting, creative, touchpoint selection, execution, and reporting. It starts with gamer insight and ends with a learning loop, so every activation gives brands a clearer understanding of what works, why it works, and how to scale it further.
Recent work with PKO Bank Polski and Broken Ranks showed what earned attention looks like when measured in time, not just impressions. PKO Bank Polski generated 13,333 watched hours across 41 streamers.
Broken Ranks generated 20,000 watched hours across 60 streamers and a 2.5% CTR. These numbers represent active, voluntary attention – the kind of attention brands need when they want to be remembered, not just seen.
We also introduced a new All Products Deck to make the Gaming 360° Engine easier for brands and agencies to understand, evaluate, and activate. The deck brings together the technologies and services inside the engine – from strategy and gamer profiling to creative craft, touchpoint planning, and measurement – giving partners a clear view of what a full Gaming 360° collaboration can look like in practice.
inStreamly 2.0: what changed and where it is heading
In Q1, we launched inStreamly 2.0 – a global platform upgrade designed to help brands scale livestreaming campaigns with stronger safety, broader creator inventory, and more precise measurement.
What is new:
→ Kick integration is live. Campaigns can now include Kick streamers alongside Twitch creators, with the same targeting and safety logic across both platforms.
→ Measurement got sharper. Verified Clicks, Chat Analysis, and Voice Recognition context analysis give brands a clearer view of real engagement, campaign quality, and brand safety.
→ Safety 2.0 adds another protection layer. Multi-layer fraud detection and context analysis help us identify potential issues before they reach a brand.
Beyond livestreaming, we are also moving in a broader Gaming 360° direction – with watch-and-earn mechanics, hours-watched measurement, and integration options with custom Fortnite and Roblox maps on the roadmap.
For a deeper look at what changed in inStreamly 2.0, read the full platform update here.
New award-winning campaigns
In Q1, Mountain Dew “Dew It Anyway” won Best Influencer Collaboration at the Digiday Marketing and Advertising Awards Europe. We built the campaign around a clear cultural tension: aspiring creators in Poland were chasing influencer careers at a time when that path was still socially stigmatized.
Instead of interrupting their attention, the campaign supported their ambition. The results showed what happens when a brand brings real utility into creator culture: +33% sales value growth in the 16–24 age group, 47 minutes of average daily brand engagement on the campaign’s Discord platform, and 71 million views.
The insight behind the campaign still holds: Gen Z does not have a short attention span. They have a high BS filter. Utility and genuine support earn the time that interruption cannot buy.
Ben & Jerry’s
Between February 16 and March 29, we ran an awareness campaign for Ben & Jerry’s new GO FOR MORE pint range across Twitch. The campaign was built around a natural consumption moment: watching streams in front of a PC.
Instead of forcing the brand into the audience’s experience, we placed it inside a moment where the product already made sense – entertainment, comfort, and long-form viewing. The target audience was adults 18-44, with Twitch’s core 18-34 demographic as the primary focus.
PKO Bank Polski and Broken Ranks
For PKO Bank Polski and Broken Ranks, we measured attention in time, not just exposure. PKO Bank Polski generated 13,333 watched hours across 41 streamers. Broken Ranks generated 20,000 watched hours across 60 streamers and a 2.5% CTR.
These are minutes of active, voluntary attention that a brand was present for. That is a different standard than an impression count – and a harder one to fake.
What 60 brand lift studies told us
Across 60 brand lift studies run in 2025, we consistently moved the metrics that brand teams actually plan around. On average, our campaigns delivered:
- +14pp increase in brand recall,
- +21pp in ad recall,
- +19pp in brand affinity,
- +10pp in brand consideration,
- +10pp in top of mind,
- +11pp in brand perception.
For us, these results show the role livestreaming can play beyond reach – helping brands become more memorable, more trusted, and more relevant inside moments where audiences are already emotionally engaged.
New to the team: Rafał Zgódka, Strategic Partnerships Director
In Q1 we welcomed Rafał Zgódka as Strategic Partnerships Director.
Rafał brings a background in large media organizations. In his words, he rarely felt in those roles that something was genuinely changing how the market works. He noticed the difference here from the first week at inStreamly.
One strategic insight emerged clearly from his early international conversations: the most effective go-to-market sequence starts with inStreamly as a scalable, testable media product – something straightforward to understand and easy to activate – and then expands into the full Gaming 360 model once there is shared context and trust.
Rafał’s arrival is also part of a broader direction: we are scaling the team behind our partnerships, product, and market expansion. As gaming becomes a more important part of brand strategy, we are building the team that can help brands enter this space with the right mix of technology, creators, and strategic guidance.
And we are still growing. For people who want to help shape how brands enter gaming and livestreaming, our open roles are available on our Careers page.
Gaming 2025 Summary: the report marketers needed
We also published the Gaming 2025 Summary and Trends for 2026 – a report created by inStreamly and New Game + to help marketers plan for the year ahead.
The report addresses a gap most media plans still ignore: gaming captures enormous audience attention globally, yet receives less than 5% of total media investment. We built the report to help close that gap with data, not hype.
A few numbers from the report that frame the opportunity: the global games market is projected at around $282 billion, with approximately 3.4 billion players worldwide. Around 62% of Gen Z discover new brands through games. Around 52% of Gen Z trust online creators more than traditional ads when it comes to product recommendations. And creatives built in a trailer format – native to gaming culture – achieve approximately 3.5x higher CTR than standard digital formats.
The report also covers what will shape 2026 specifically: the growing role of mobile and vertical content consumption, the market impact of GTA VI on campaign planning windows, and the broader shift away from intrusive ad formats toward brand integration that fits the gaming experience rather than interrupting it.
GDC: Szymon Kubiak in San Francisco
In March, Szymon Kubiak, one of inStreamly’s co-founders, represented us at GDC Festival of Gaming in San Francisco. The conversations focused on attention-first marketing, livestreaming as scalable media infrastructure, brand integration inside gaming streams, and the differences between European and US approaches to gaming activation.
For us, GDC was another signal that the market is moving in the same direction we are building toward: away from intrusive formats and toward gaming experiences that brands can enter with relevance, context, and measurable value.
What we take into Q2
Q1 gave us a clear direction for what comes next. We upgraded the platform, proved the value of measurable attention across campaigns and brand lift studies, expanded the way we talk about Gaming 360, and kept building the team and partner network behind our next stage of growth.
In Q2, the focus is scale. We will continue developing inStreamly 2.0, expanding the Gaming 360 offer with New Game +, strengthening our international partner network, and helping more brands understand how to enter gaming with relevance, safety, and measurable business impact.
The direction is clear: better infrastructure, sharper measurement, stronger creative formats, and more ways for brands to become part of gaming culture without interrupting it. That is what we are building next.
