Teespring has teamed up with Amazon subsidiary Twitch, a popular live streaming platform that focuses particularly on video game streaming, in a digital age partnership that’s centered on branded merchandise.

Did you guess correctly? 🎉 We've partnered with @Twitch!

Our new #TeespringxTwitch integration will take your merch game to the next level. Learn more at the link below. 🎮https://t.co/fyXLTjvPHU pic.twitter.com/lTLGQNjD1b

— Teespring (@teespring) June 18, 2019

Teespring, a global web platform that allows independent creators to design and sell their own merchandise, is bringing a brand new swag-centered functionality to Twitch. Basically, the integration enables viewers of Twitch steams to purchase the merchandise of streamers without having to leave the site. Animated in-stream alerts will allow creators to engage with fans whenever they buy something.

Furthermore, the Teespring-on-Twitch service allows viewers access to exclusive streamer promotional products they’ll only get if they subscribe to a creator’s channel – a move aimed at encouraging more subscriptions, which benefits streamers and Twitch. Twitch subscribers pay a monthly fee for exclusive perks.

Data shows that Twitch has about 15 million daily active users. Teespring numbers about 100,000 total creators in its customer base; about 18,000 of those are reportedly Twitch streamers.

“We are always seeking ways in which to bring more opportunities for creators to connect with their followers through industry firsts that keep up with the fast-paced demands of the incredibly influential Gen Z market,” Chris Lamontagne, Teespring CEO, said in a statement. “Content creators are bringing more and more innovation to the playing field, and we’re working continuously to introduce newer and simpler ways for this young generation to build their brands and deliver for their fans.”

Last year, Teespring ventured on a similar partnership with YouTube called Merch Shelves. Through the integration, YouTube creators are able to sell branded merchandise directly through their channel on the popular video sharing website. As is the case with the Twitch partnership, Teespring provides the fulfillment on the YouTube orders. According to Teespring, Merch Shelves has been a success, driving 30% more click-throughs than other traffic sources. In November 2018, Teespring expanded its YouTube integration from just the U.S. to include the European Union, too.

After nearly going under in 2016, Teespring says it is now thriving. The California-based company estimates that it will hit $1 billion in lifetime sales in 2019.