Aldi enters the gaming market

ALDI Einkauf GmbH & Co. oHG

Aldi Nord and Süd are starting a new joint brand called "Aldi Gaming". The main focus is on the launch of a channel on the streaming platform Twitch, which is popular among gamers.


Specific, but growing target group

With their new brand, the two discount retailers will in the future be offering content in the form of live streams and tutorials, various products for gamers, competitions and other services to their customers. The "Aldi Gaming_TV" channel on the streaming platform Twitch will act as a central anchor point. Twitch is a subsidiary of Amazon, and in recent years, it has developed into the meeting point of the gaming community.


Aldi has engaged four prominent gamers to turn the channel into a success. Together, the four already have hundreds of thousands of followers on their own channels and are among the most successful players in Germany. In addition, the discounter will also sponsor the Prime League, the largest competition in the DACH region for "League of Legends", one of the most popular games at the moment.


By turning to the gaming scene, Aldi follows an economic trend, as the gaming industry has grown tremendously in recent years. "Our gaming channel on Twitch is the ideal platform for us to communicate genuinely with this very specific target group, which is new to us," says Sabine Zantis, Managing Director Marketing & Communications at Aldi Nord. "We want to create authentic and tangible added value for them that will be remembered." Besides, the Covid crisis gave the gaming industry an additional boost: in the first half of 2020, sales of games and game hardware in Germany grew by 27 per cent to 3.7 billion euros, writes Business Insider.