Video streaming specialist Twitch recently announced a 'deep and concerted' foray into mobile that would allow gamers to broadcast gameplay footage.
This foray follows Twitch's integration into PC and console gaming, and would complete the 'trifecta' of game video sharing.
It's not the first company to offer video sharing tools for mobile games, of course, but the firm will able to leverage its already sizeable band of loyal users in its move on the mobile market.
We caught up with Twitch's VP of marketing, Matthew DiPietro, to talk about what the Twitch faithful can expect from its upcoming iOS and Android integration.
Pocket Gamer: Mobile's no stranger to video sharing - with Everyplay and Kamcord already established - what does Twitch offer that these services don't?
Matthew DiPietro: With 45 million unique visitors a month who are visiting Twitch solely to be engaged by video game content, we offer a massive endemic community.
We also have our proprietary SDK which will enable both new and existing members of the Twitch community to easily broadcast and view the games that are Twitch enabled.
Lastly, Twitch is a household name among gamers with a daily news cycle presence, including recent mainstream features in Entertainment Weekly, NPR, USA Today, BBC, and Associated Press.
How will developers and publishers benefit from Twitch's foray into mobile broadcasting?
Twitch has established itself as a primary destination for consumers who are now using live video to determine their purchasing decisions. Therefore, it will help them drive sales.
We are also seeing more developers using Twitch to showcase the progress of their games in development. As a result, viewers are able to provide feedback during earlier stages that can help studios create better properties.
Last month, millions of eyes were on "Twitch Plays Pokemon" - what drove this virality and do you think it's possible for it to happen again on mobile?
A passionate community of gamers are responsible for the viral nature of the experiment with media around the globe helping to shine a light on this incredible crowd sourced phenomenon.
People were fascinated by both the challenging nature of the experiment and the ensuing perseverance that enabled it to be completed, alongside a community-generated mythology that added a unique nuance to the gameplay.
Twitch Plays Pokemon
Can it be replicated? We're confident that the convergence of live video and interactive gaming is not short on surprises, so we will have to wait and see.
Many third-party advertisers promise to deliver 'authentic virality' to video clips, ads, and games - but they've struggled to replicate the success of true virality. Do you think it's possible to manufacture viral uptake?
While you can manufacture a viral phenomenon, like Ellen's most re-tweeted Oscar picture, we've seen plenty of broadcasters create content that is organically viral-worthy.
Whether it's a unique niche like speedrunning, which has been used to raise more than half a million dollars for charity, or a unique player, like theREALhandi, a top Counter-Strike: Global Offensive player with no arms, there are a lot of compelling stories surrounding our community.
We are more than happy to work with advertisers to find content with large or growing audiences that align with their brands.
Many expect video ads to replace static ads for mobile in the near future - why do you think this is?
Video advertising is particularly engaging and in high demand right now among brand advertisers. I doubt we'll ever see display ads disappear, but video ads will continue to gain market share.
