Elon Musk’s X launches gaming program to compete with Twitch and Kick

X, Elon Musk’s social media platform, is boldly entering the gaming content industry. X, formerly known as Twitter, has introduced an affiliate program for gaming with the goal of bringing in popular creators.

X’s gaming program targets big names in streaming

Among the platform’s initial partners are well-known creators including Dream, Sapnap, Mr. Savage and chess grandmaster Hikaru Nakamura. With this, X is attempting to establish itself as a major participant in the livestreaming market, going up against Kick and Twitch directly.

There aren’t many details about the program yet, but X Gaming has stressed that creators come first. According to a post on the X Gaming account, “Whatever feedback [our partners] have, we will build it.”

Competing with Kick and Twitch

The roster of X Gaming has prominent figures from many content categories. The roster is led by Mr. Savage, a professional Fortnite streamer, and Dream and Sapnap, two Minecraft content creators who have enormous online fan bases. Some of the creators, like Nakamura, had previously streamed on Kick.

X Gaming still has potential for growth, even though it’s uncertain if Musk will bring in controversial streamers like Dr Disrespect. With Musk offering significant incentives for content creators, the platform intends to become a formidable rival to Kick and Twitch.

Affiliate program brings more streamers to X

Since its launch on September 12, 2024, X’s new affiliate program has enrolled 31 streamers. Creators who are part of this program can be identified by a red badge that has the logo of a game controller next to their names. However, the site hasn’t yet disclosed specifics of how broadcasters may apply for the program or how much money they can make.

As the competition heats up, X joins Twitch, YouTube and Kick in the battle for content creators. “The gaming space is only getting bigger,” said one industry insider. With gaming content proving popular across social platforms, X’s push into this market may bring new opportunities for both creators and advertisers.