More brands are beginning to test out Twitch — but for many companies, the platform remains difficult to crack.

For years, only brands with a clear tie to gaming communities — Twitch’s most popular niche — have spent time on the Amazon-owned live-streaming platform. Headphone companies like Hyper X and energy drink makers like Red Bull and Monster created popular campaigns, with only a few other brands — including Doritos, which in 2018 sponsored a Twitch competition called the Doritos Bowl — testing out promotions.

Read it all: Why so many brands are testing out Twitch