Turn gaming moments into premium sponsored participation.
PLLAY enables platforms and brands to create challenges, predictions and rewards around gameplay, clips, streams and connected-TV moments.
The campaign mechanic ships today on Twitch, configured and run with the PLLAY team for every engagement — see /pulse for the product record. The five campaign concepts below are illustrative packagings of that mechanic, not a list of campaigns that have run.
Impressions, clicks and views all measure less than they claim to.
Impressions
Counted whether or not anyone looked. The unit of sale is an opportunity to be seen, not evidence that anyone was.
Clicks
A click measures a click, not a decision. It says a finger moved, not that the person understood or cared what they hit.
Passive viewing
Watch time records that attention happened, not what it meant. A viewer who left the tab open counts the same as one who was engrossed.
Verified participation
A person made a call, took an action, and the outcome was checked against the content itself. This is the one a brand can actually stand behind.
Brands should be able to fund something audiences want to do—not another interruption.
Named formats, shaped around a moment a brand can fund.
Illustrative — this is a demonstration of the concept, not a recording of live product behaviour.
Clutch Moment
ResearchIllustrative: in the final round of a ranked match, fans predict whether the leading player closes it out before the clock runs down.
- Best surface
- Live gameplay streams, at a genre's highest-tension moment.
- Brand objective
- Awareness carried by the single moment an audience is already leaning forward for.
- Participant action
- Call the outcome before the moment resolves.
- Primary KPI
- Completed predictions per clutch moment surfaced.
What Happens Next?
ResearchIllustrative: ahead of a boss fight or a match-deciding play, fans call which of several outcomes occurs first.
- Best surface
- Any live or recorded broadcast with a recognizable upcoming decision point.
- Brand objective
- Consideration — the interaction is shaped around the product question, not the brand name.
- Participant action
- Choose among several stated outcomes before the window closes.
- Primary KPI
- Reveal completion — participants who stayed for the verified result.
Beat the Creator
ResearchIllustrative: a creator sets a target on their own run — a score, a time, a condition — and the audience calls whether it holds.
- Best surface
- Creator-led gameplay and speedrun-adjacent content.
- Brand objective
- Engagement — a decision the audience made about a stake the creator set, not a passive view.
- Participant action
- Call whether the creator's stated condition holds.
- Primary KPI
- Repeat participation across the creator's later runs.
CTV Second Screen
ResearchIllustrative: watching a broadcast on a connected TV, the audience participates from a synced mobile companion without leaving the couch.
- Best surface
- Connected-TV and FAST-channel broadcasts, paired with a mobile-web play surface.
- Brand objective
- Reach into a living-room audience that a click-through ad cannot reach at all.
- Participant action
- Participate on a second screen, in sync with what is playing on the TV.
- Primary KPI
- Exposed users who converted to a completed interaction.
Seasonal Network
ResearchIllustrative: a recurring interaction format runs across a full season or tournament, accumulating a leaderboard the audience returns for.
- Best surface
- Season-long or tournament-long content across multiple creators or a single franchise.
- Brand objective
- Audience learning — a season-long record of what an audience predicted, understood and came back for.
- Participant action
- Return across the season to keep a standing streak or leaderboard position alive.
- Primary KPI
- Repeat participation, measured across the full season rather than one moment.
Seven steps, run for every campaign.
From detecting a moment to feeding what worked into the next campaign — this is the same mechanic /pulse describes, restated as a campaign lifecycle.
- 01Available
Moment detected
Recognize that something worth asking about just happened in the content.
Run by the PLLAY team for every live campaign today; automatic detection is in development.
- 02Available
Interaction generated
The question, the options and the participation window are drafted for that moment.
Every interaction is drafted by the PLLAY team as part of the engagement today.
- 03Available
Audience participates
Fans call, answer or complete the challenge — free, no purchase and no entry fee.
Ships today on Twitch — OAuth, overlay and the mobile-web play surface are all in production.
- 04Available
Outcome verified
The result is read off the content itself and settled once confidence clears the bar.
38 recorded broadcasts benchmarked, 31 auto-tier, 0 wrong auto-settles — recorded video only.
- 05Available
Reward issued
Points, streaks and any sponsor-funded reward are delivered to the participant.
Points, streaks and reputation are live in the fan app; sponsor-funded rewards are configured per campaign with the PLLAY team.
- 06Available
Campaign measured
Participation, completion and reward claims are recorded against what the campaign set out to do.
The participation and verification record is written per interaction and shared back with the campaign.
- 07Available
Performance improves the next campaign
What produced real participation feeds into what gets surfaced and scoped next time.
The PLLAY team reviews the record between campaigns today; an automated feedback loop is in development.
Four parties, one mechanism, no published split.
Brand funds the campaign
The brand funds the campaign and the rewards behind it. Fans never pay to participate.
Partner contributes distribution and inventory
The game, platform or creator surface contributes the audience and the moment the interaction runs against.
PLLAY provides infrastructure and orchestration
PLLAY runs the mechanism end to end — detection, interaction generation, verification, reward delivery and measurement.
Revenue is shared
Shared among the parties according to who provided the demand, the distribution and the campaign operations — scoped per engagement, not published as a rate card.
Revenue share is scoped per engagement — talk to us and we will put a structure to your campaign.
Three ways to scope one.
Every tier is scoped directly with the PLLAY team — there is no self-serve checkout. None of the three carries a published price.
Proof Campaign
6–8 weeks- One partner
- One surface
- One campaign
Platform Campaign
- Multiple games, creators or surfaces
- Full measurement
- Repeatable campaign formats
Network Sponsorship
- Cross-platform or seasonal ownership
- Advanced reporting and intelligence
What a campaign actually reports.
Every field below is a definition, not a result — PLLAY has run no external brand campaign to source a benchmark from, so none appears here.
Eligible viewers
People present for the content the campaign ran against, and inside its eligibility rules.
Participants
People who took an action — not people who were served something.
Completed interactions
Interactions carried through to a resolved outcome, rather than opened and abandoned.
Repeat participants
People who came back for a second interaction. The signal that separates a novelty from a habit.
Reveal completion
How many participants stayed for the verified result rather than leaving at the call.
Reward claims
Funded rewards actually claimed, as distinct from rewards awarded.
Conversion
Actions carrying an attributable path to the outcome the objective named.
Cost per verified engagement
Campaign cost over completed, verified interactions — the denominator being an action, not an impression.
Exposed users
People the interaction was actually shown to, upstream of whether they took part.
Invalid-traffic exclusions
Participation patterns that do not resemble real people, identified and excluded before anything is reported.
What keeps a sponsored moment from becoming an interruption.
Free participation
AvailableNo purchase is necessary and no entry fee is charged. A purchase cannot improve a participant's odds of winning anything.
The same rule config/pulse.ts's COMPLIANCE section states for every Pulse interaction — this page runs on the same mechanic.
Sponsor-funded value
AvailableA sponsor funds the reward pool behind an interaction, and PLLAY operates the delivery. The audience is never the funding source.
Points, streaks and reputation are live in the fan app; sponsor-funded rewards are configured per campaign with the PLLAY team today.
Eligibility controls
AvailableWhich content, categories and audiences a campaign may run against is defined and agreed before it runs.
Content eligibility, category exclusions and age restrictions are set as terms of the engagement with the PLLAY team for every campaign today.
Brand-safety review
AvailableA person signs off the creative before it ever reaches an audience.
Human approval runs as part of every engagement with the PLLAY team; there is no self-serve review queue yet.
Fraud detection
AvailableParticipation patterns that do not look like people are identified and excluded from what a campaign reports.
Fraud filtering runs on every campaign today — the same control config/brands.ts's BRAND_CONTROLS records.
Budget limits
In DevelopmentA campaign's reward spend is capped before it launches.
A self-serve reward-budget field exists in the sponsor portal's source code, but that portal is not deployed yet — budgets are set as terms of the engagement with the PLLAY team today.
Auditability
AvailableEvery interaction is written to a participation and verification record that can be reviewed after the campaign runs.
The participation and verification record exists and is written per interaction, and is shared back with the partner between campaigns.
Privacy-safe analytics
AvailableParticipation data is processed under a published privacy policy, with consent controls and a do-not-sell path.
The same privacy and consent control config/pulse.ts's COMPLIANCE section states for every Pulse interaction.
Bring us a campaign brief.
Tell us the platform, the moment and the audience — we will come back with the smallest campaign that proves it.