GameStop is teaming up with leading video platform Twitch to stream its annual Expo to fans worldwide via mobile and gaming devices.

The GameStop Expo is an annual video gaming show taking place on Sept. 10 in Anaheim, CA. GameStop is partnering with Twitch in order to make the event viewable for gaming fans unable to attend the conference.

?With its ability to reach more than 45 million unique viewers in its gamer-focused community, Twitch is the premier live video platform and we are happy to partner with them to bring the excitement of our expo to gamers that can?t attend the show,? said Jackie Smith, manager of corporate communications at GameStop.

Live streaming
Gaming industry personalities Andrea Rene and Corey Dunn are set to host the event, which will be streamed live from the main stage. The video platform will cover latest news from the show floor, new games from publishers and tournaments and interviews with special guests and industry experts.

Twitch will be streaming the event through its Web site, www.Twitch.tv/GameStop, as well as through Xbox One and PlayStation 4 consoles. Fans can also watch via the Twitch app on their smartphones.

Featured events include the St. Jude Play Live Championship, tournaments of popular games such as Halo and Dead Island 2 and panels by Sony Computer Entertainment of America.

?With Twitch, we are producing a lot of compelling content which our community will definitely appreciate,? said Ms. Smith.

Using existing platforms
By partnering with Twitch, GameStop can effectively maximize relevant social channels used by its clients. Having the conference available for viewing through video consoles and apps ensures that it will reach consumers through the standard devices they use.

?Leveraging technology effectively isn't about reinventing every wheel you can get your hands on -- sometimes the best approach is to leverage what's already there, whether it's a particular technology or an existing community/userbase,? said James McNally, director of business development at Fuzz Productions. ?GameStop does a pretty good job of owning their customer experience and content channel in some ways through their own mobile apps, plus by using Twitch, they can focus on what they do (selling games) and not on trying to build a video platform.?

Because most gamers favor mobile devices and video consoles, this is a smart tactic. GameStop has established itself as a leading brand without creating an entirely new digital userbase, and cross-partnership can only increase its target reach.

Choosing Twitch as the primary source for live-streaming was also a logical move. Twitch is now the fourth most-trafficked Web site in America and the top video-streaming platform.

Twitch?s steadily rising following led to its starring role in a bidding match between Amazon and Google. Amazon won, and paid $1.1 billion for Twitch earlier this week.