Brand sponsor playbook

How BitView acquires, activates, and retains brand sponsors for the Phase 4 marketplace. This is the brand-side mirror of the streamer playbook. It's the operational doc the brand-side BD team uses; we publish it because predictable brand acquisition is part of the moat.

Status: PROPOSED v0.1. The sponsorship marketplace launches in Phase 4. Numbers and tactics here are the design intent; calibrated to actual data once the first 10 campaigns close.

Why brands work with us

Influencer marketing in gaming is a $3.7B/year market (2024) that runs on screenshot-driven reporting. Brands routinely pay for audience numbers they can't independently verify. The streamer's rate card says "average 8K concurrent viewers" — the brand has no way to confirm what that means in terms of attention, engagement, or conversion.

BitView replaces that with on-chain provable reach. Every viewer credited in a campaign is an on-chain wallet, claim activity is public, and post-campaign retention can be measured against the same dataset. Brands pay for verified engagement, not estimated reach.

This is the value proposition. Everything below is how we operationalize delivering it.

The Ideal Brand Profile

Brands fall into three tiers. Time spent on Tier-A is worth ~50× time spent on Tier-C; the playbook reflects that.

Tier A — Strategic (concierge)

Profile:

• Annual influencer marketing budget ≥ $5M (per public industry reports or via inbound disclosure).
• Crypto-native or crypto-curious public posture (web3 gaming studios, exchanges, wallets, DePIN projects, blockchain infrastructure).
• Existing partnerships with mid- or top-tier streamers.
• Published trust marks (KYB-friendly, sanctions-compliant in their own operations).

Examples (hypothetical): Solana ecosystem projects, gaming studios with web3 strategies, hardware wallet companies, GameFi projects with verified token launches, DePIN companies with consumer products.

Onboarding:

• Manual outreach by founder / brand-side BD lead.
• Custom 60-minute discovery call covering brand goals, target cohorts, expected campaign volume.
• White-glove first campaign with concierge ops support.
• Post-campaign written case study (with brand consent).
• Plus tier marketplace seat free for first 6 months.
• Dedicated account manager.

Goal: 25 Tier-A brands in first 12 months. Each represents $50K–$500K/year in marketplace gross, plus referral pipeline into Tier-B.

Tier B — Self-service marketplace

Profile:

• Annual influencer marketing budget $500K–$5M.
• Active gaming-adjacent campaigns (consumer SaaS targeting gamers, hardware peripherals, energy drinks, gaming chairs, mobile games, streaming software).
• Familiar with creator-economy platforms (Streamloots, Whop, Twitch's own Bits product).

Onboarding:

• Inbound funnel via marketing site → marketplace signup.
• KYB onboarding via Sumsub or Persona (identity, beneficial owners, sanctions screening, ~24h turnaround).
• Self-service campaign creation wizard.
• First-campaign concierge call (60 min, optional).
• Standard email-based support.

Goal: 200 Tier-B brands at maturity, average campaign volume $50K–$200K per quarter.

Tier C — Long tail

Profile:

• < $500K annual influencer budget.
• One-off or seasonal campaigns.
• Smaller brands testing crypto-creator marketing.

Onboarding:

• Pure inbound, fully automated.
• KYB-lite (KYB still required but streamlined for sub-$10K campaigns).
• Self-service only, community Discord support.
• No concierge.

Goal: unbounded volume. These brands are how new categories of products test the platform; they convert up over time as their budgets grow.

The acquisition funnel

   Universe of brands with influencer budgets
                  │
                  ▼ targeted outreach + content
              Awareness
                  │
                  ▼ docs site, case studies (Tier A inbound),
                  │ X / LinkedIn ads (Tier B/C)
              Interest
                  │
                  ▼ frictionless marketplace signup
              Sign-up + KYB
                  │
                  ▼ activation event: D-30 from signup target
              First campaign
                  │
                  ▼ retention: D90 second campaign target 70%
              Retained brand
                  │
                  ▼ expansion: cross-stream, multi-streamer, NFT co-mints
              Strategic brand
                  │
                  ▼ champion: case study + referral source
              Tier-A alumni

Conversion targets per stage (will be calibrated against actual funnel data):

Stage transition	Target rate
Awareness → marketplace signup	1–2% of inbound
Signup → KYB completion	70% within 14 days
KYB → first campaign	50% within 30 days
First campaign → second campaign within 90 days	70%
2 campaigns → ongoing partnership (5+ campaigns)	40%

The first-campaign experience

Same dynamics as streamer onboarding: the first campaign is the single most important moment. If it works, the brand books recurring volume. If it goes badly, they churn permanently and tell their peers.

Pre-campaign checklist (T-7 days)

• ✅ Brand has completed KYB.
• ✅ Brand has deposited campaign budget into marketplace USDC escrow.
• ✅ Streamer roster matched and approved (one-click acceptance per streamer).
• ✅ Campaign creative reviewed for Content Policy compliance (no misleading claims, jurisdictional restrictions honored).
• ✅ Optional NFT co-mint artwork uploaded if Plus-tier streamer is running co-mint.
• ✅ Reporting expectations set in writing.
• ✅ Streamer notified, OBS overlay branded for campaign.

During-campaign monitoring

• Real-time campaign dashboard for the brand: claims as they happen, unique wallets credited, geo / language breakdown.
• BitView ops monitors for sybil flags above baseline; if detected, immediate brand notification.
• Streamer can run boost periods or quests within the campaign with brand approval.

Post-campaign report (T+24h)

The brand receives:

• Verified unique wallet count credited in the campaign.
• Claim rate (% of credited wallets that actually claimed).
• Cohort overlap with the brand's existing audience (if the brand provided a wallet list at onboarding for matching).
• Geo / language distribution.
• Time-to-claim distribution.
• Optional: 30-day retention check — did the credited wallets return to the streamer's next non-sponsored stream?

The report is delivered as a campaign dashboard + downloadable CSV. On-chain references (claim transaction IDs, distribution PDA) are included so the brand can independently verify everything.

The 90-day milestones

Day	What happens	Success signal
D0	Marketplace signup	Stays > 5 min on marketplace
D7	KYB completed	Compliance check passed
D14	First campaign created (draft)	Briefing call booked or self-service draft saved
D30	First campaign live	Distribution funded + matched streamer activated
D45	First campaign report delivered	Brand reads the dashboard, downloads CSV
D60	Second campaign discussion	Inbound CRM signal: "discussing next campaign"
D90	Retention checkpoint	Active or churned (target 70%)

The tier upgrade path

Tier C
   │ campaign volume grows past $5K/quarter
   ▼
Tier B (standard marketplace)
   │ campaign volume grows past $50K/quarter
   ▼
Tier B + concierge
   │ revenue past $200K/year, frequent campaigns
   ▼
Tier A (strategic)
   │ becomes a case study + referral source
   ▼
Tier A alumni / strategic partner

Upgrade triggers are based on objective revenue and frequency metrics, not negotiation. We tell the brand exactly what they get at each tier.

Pricing

The marketplace pricing is the Revenue streams §5 sponsorship marketplace structure:

Component	Rate
BitView take rate	5% of campaign budget
Streamer co-share	5% of campaign budget
Viewer pool	90% of campaign budget

Discount for BTV-denominated payment: BitView take rate drops from 5% to 4%.

For Tier-A strategic brands:

• First 6 months Plus-tier marketplace seat free.
• Volume discount: ≥ $1M/year campaign volume → 4% take rate.
• ≥ $5M/year campaign volume → 3% take rate.
• Free post-campaign analytics for 12 months (vs. quarterly for others).

Sales scripts and templates

Cold outreach (Tier A)

Channel: LinkedIn DM or business email of brand's marketing / partnerships lead.

Subject: On-chain audience verification for [Brand] gaming campaigns?

Hi [name],

Quick idea — we built BitView, an on-chain rewards layer for live
streaming. Streamers fund a token pool, viewers earn for being
present in chat, claim straight to a Solana wallet.

For brands like [Brand], the value-add is verifiable reach. Every
viewer credited in your campaign is an on-chain wallet, claim
activity is public, post-campaign retention measurable against the
same dataset. You pay for verified engagement instead of estimated
"average viewers."

We're rolling out Tier-A strategic brands with 25 partners in [year].
You'd get:
- 6 months Plus-tier marketplace seat free
- White-glove first campaign + concierge ops
- 4% take rate at $1M/year volume
- Full case study with co-marketing on launch

Five minutes if you'd like a quick demo? I can do today / tomorrow.

— [name]

Warm follow-up (post-demo)

Subject: thanks for the call, here's the doc

Body: link to Three-way wins (brand-relevant sections), the Anti-fraud doc (so they know audience numbers are real), and a draft campaign brief tailored to their brand.

Self-service activation email (Tier B)

Subject: ready to run your first campaign?

Body: link to the campaign creation wizard, embedded 90-second demo, single CTA "create your first campaign". Includes a $5K credit for their first campaign as a friction reducer.

Red flags — when not to onboard

We say no when:

• Pyramid scheme / MLM characteristics — brands whose product is tiered recruitment of resellers.
• Token launch pumps — brands whose campaign goal is to drive speculation in their own newly-launched token.
• Investment products without proper securities-law structure (we're not the right channel for unregistered offerings).
• Targeting minors with prohibited categories.
• Anti-crypto stance in last 6 months by the brand or its parent.
• Sanctions match on the brand or its beneficial owners.
• Past fraud history — public record of false-advertising enforcement actions, FTC consent decrees, etc.

It is better to lose 100 small campaigns than onboard 1 reputational liability.

Audience matching

Brands specify audience targeting via filters:

• Streaming category (Gaming, Just Chatting, IRL, Esports, Music, Creative, Educational).
• Language (broadcast language matters because viewers speak it).
• Geographic region (audience inferred from viewer wallet metadata, IP cohorts).
• Audience size (concurrent viewer band).
• Streamer audience demographic (where verifiable: age band, gender split — only when streamers have opted in to demographic reporting).
• Streamer-NFT holder count (target audiences with loyalty-engagement signal).

Matching is two-sided: brands shortlist streamers, streamers accept or decline per-campaign. We don't auto-place campaigns without streamer approval.

Campaign types

Single-streamer

Brand pays $X to fund one streamer's distribution. Most common entry campaign. Setup: 2–5 days from brief to live.

Multi-streamer (cross-stream)

Brand pays $X to fund a cohort of streamers running coordinated distributions over a shared window. Useful for brand awareness pushes, product launches, tournament sponsorship. Setup: 7–14 days.

NFT co-mint

Plus-tier streamer + brand co-mint a branded NFT drop alongside (or in lieu of) a token distribution. Brand gets durable on-chain attribution; viewers get an NFT they can trade. Setup: 14 days (includes artwork review).

Recurring sponsorship

Brand commits to N campaigns over a quarter / year with one streamer or a stable cohort. Best for ongoing brand-building. Setup: 30 days contract negotiation; subsequent campaigns 2–5 days each.

Operational cadence

Cadence	Brand-side activity
Daily	Campaign-active monitoring, support queue
Weekly	Funnel review, stuck-brand outreach
Bi-weekly	Tier-A strategic brand check-ins
Monthly	Marketplace metrics review, case study drafting
Quarterly	Brand cohort retention analysis, playbook refresh
Annually	Pricing review, tier criteria refresh

Reporting deliverables

What brands receive standard:

• Campaign dashboard (live during + after campaign).
• Post-campaign CSV with on-chain references.
• Cohort overlap report (anonymized, optional).
• 30-day retention check (Tier-A standard, Tier-B/C on request).
• Quarterly portfolio review for brands running 5+ campaigns/quarter.

What brands can request additionally (Tier-A standard, others on case-by-case):

• Custom audience cohort analysis.
• Cross-platform attribution (when Phase 5+ ships YouTube / Kick).
• White-glove case study development with co-marketing rights.

What we measure (per brand)

• Time-to-first-campaign (target ≤ 30 days from KYB completion)
• D90 retention (target ≥ 70%)
• Net dollar retention (target ≥ 130% by Year 2 — brands grow campaign volume meaningfully as they validate the model)
• Net Promoter Score (target ≥ 50, brand-side)
• Cost per acquired Tier-B brand (target ≤ 6 months marketplace fees, indicative ~$3K)
• Cost per acquired Tier-A brand (target ≤ 12 months marketplace fees, indicative ~$30K including white-glove ops)

In aggregate at the marketplace level:

• Active brands per month
• Average campaign size
• Total marketplace GMV
• BitView take-rate revenue
• Streamer co-share paid out
• Viewer pool funded
• Average cycle time (KYB → live campaign)

Compliance

Beyond Content Policy:

• KYB required for all brands, no exceptions. We use Sumsub or Persona — sub-$10K campaigns get streamlined KYB-lite (legal entity verification + sanctions screen). Larger campaigns (≥ $10K) get full KYB (beneficial owners, source of funds attestation).
• VAT/GST handling for EU/UK brands; we charge appropriate rates per jurisdiction.
• Advertising regulation compliance is the brand's responsibility in their target market (FTC, ASA, ARPP, etc.). We require honest campaign creative; we don't validate per-jurisdiction ad rules beyond obvious violations.
• Sanctions screening at brand onboarding and re-screened annually.

Document control

Field	Value
Version	0.1
Effective	At Phase 4 marketplace launch
Owner	Brand-side BD lead
Review cadence	Quarterly

This document is owned by the brand-side BD lead and updated quarterly.

Related

• Streamer playbook — the streamer-side mirror
• Revenue streams — sponsorship marketplace economics
• Three-way wins — what brands fit into the model
• Anti-fraud — how we keep audience numbers real
• Content policy — what brand creative must comply with
• Risk and compliance — KYB, sanctions, regulatory posture