Recently, I received a promotional email that made me question how Twitch decides who gets marketed to. The subject line read: “Robot Lady, Mafiathon is live for the final time” and it was hyping up streamer Kai Cenat’s “Mafiathon 3.” The body promised an “epic final chapter” of Cenat’s trilogy, complete with 24/7 streams, exclusive subscriber badges, emotes, and a big “Jump in” button.
It sounded exciting for fans. The problem? The email was sent to a chatbot account with no follows, no subscriptions, and no connection to Kai Cenat or his channel.
Why This Raises Questions
Normally, Twitch only emails users about a creator’s streams if they follow that channel and have notifications turned on. That’s the standard process most partners, myself included, experience. If I go live, only my followers who have opted into email or push notifications may get an alert.
This email seemed to bypass that system. It promoted a single creator directly to an account with no ties to him. Could this be part of Twitch’s broader platform marketing, perhaps a mass email push to highlight a featured streamer?
To be clear, partners like me don’t have the option to pay for this kind of exposure, and as far as I know, there’s no way to request it. This raises the question: does Twitch select certain creators or events for special promotion based on strategic goals?
Who Is Kai Cenat and What Is Mafiathon 3?
Kai Cenat is one of Twitch’s biggest stars, with millions of followers and a track record of breaking viewership records. His “Mafiathon” events have become major moments on the platform, with marathon-style streams running nonstop for weeks. Mafiathon 3 is being billed as the conclusion to that series, and his achievements are undeniable, making it a testament to his impact.
The event itself is significant, but the way Twitch chose to promote it highlights a broader question. When the platform pushes its top stars to a wider audience, do smaller partners and affiliates miss out on similar opportunities to reach new viewers?
Spam or Strategy?
From a marketing standpoint, sending mass emails about big events makes sense. Twitch likely wants to showcase its most successful creators, attract lapsed users, and boost engagement.
But from the perspective of a partner who doesn’t receive the same treatment, the approach feels inconsistent. My streams only reach inboxes if someone follows me and chooses to receive notifications. Yet Cenat’s event landed in the inbox of a bot account with no connection at all.
This isn’t about Kai Cenat. His success speaks for itself. It’s about how Twitch’s system operates. When promotions reach unrelated accounts, it can feel less like targeted engagement and more like an overly broad campaign that might overwhelm some users.
Why It Matters
These are my personal views as a Twitch Partner and do not reflect official Twitch policies. I believe Twitch would benefit from being clearer about how these campaigns are run, as transparency would strengthen the community we all value. As a Partner, I want Twitch to succeed for all creators, and open communication could help achieve that.
- Who gets featured in these platform-wide emails, and what criteria are used?
- Is there a way for partners to request or opt into similar exposure?
- How does Twitch decide when it’s appropriate to email accounts that haven’t engaged with a channel?
I don’t believe Twitch is acting with bad intent, but clearer communication could reduce confusion. For partners, it can sometimes feel like there’s a top tier of streamers who receive promotional boosts, while the rest of us rely on follower notifications and organic growth.
The Mafiathon email isn’t a major issue on its own, but it’s an example of how Twitch’s marketing could be refined. By promoting its biggest stars in a more targeted way, Twitch could avoid overwhelming users and ensure all creators feel supported. I’d love to hear Twitch’s perspective on how they select creators for these campaigns.
For a platform built on community and authenticity, being clear about promotions isn’t just helpful. It’s essential for fostering trust.
