Advertainment na Twitch.tv e seus (possíveis) impactos na Geração Z

Considering that advertising integration in entertainment content can be used to advertise with lower rejection and higher engagement, this study analyzesan advertainment action on Twitch as a way to advertise to Generation Z, observing its structure and audience interest. In this context, the advertainment action carried out by Amazon Prime Video with four Twitch streamers (Mestre Pedrok, Nayu, Kalera andCellbit) to announce the release of the series The Wheel of Time in 2021 was discussed. At the end of the study, it was understood that the action not only integrated advertising into entertainment content butalso boosted it. The brand brought together relevant creators and provided a unique and valuable experience for viewers –who were mostly young people from Generation Z.