My name is John Koller, VP, Global Marketing at twitch and glad to be here today and certainly happy to help and the answer any of these questions is you go through your own journey. I think this is something that I feel pretty passionate about. I teach in a number of different universities now undergrad and grad school. I do like doing this, so I appreciate the opportunity. So my journey has been interesting, I started off in sports, and even before I went to undergrad, I started working at Saint Mary's College, where I ended up going to undergrad, but in their sports information department, thinking that I might want to get a PR or maybe wanted to get into sports agent like Legal Area and both those areas were interesting and got me into during college when I was at St Mary's College into working for the San Francisco 49ers during a time when they were doing fantastically well, obviously went to the Super Bowl this year, too but this was about 20 years ago, and they did very, very well so it was a really good time, kind of working and understanding how businesses work at a real high level, particularly when you have a lot of pressures on you from, in this case, the media and trying to balance players and their stories and their desire to sometimes not get in front of media. So it was good learning for me in terms of how your PR works primarily, but also how business works is a good kind of entry into that. I was graduating from college at the time, and I was working basically full time for the 49ers PR and my boss, who's a mentor to me and someone that I've I feel has really led me on a path, real positive path throughout my career guy named Rodney Knox, who went to Nike after the 49ers and went to master class after that. He is just a fantastic individual, but he approached me he was the head of PR at the time and he said, You know, they pay a lot to the players in sports, but they don't pay to anyone else. You might want to think about this thing called video games, and at the time I played a lot of video games, but I hadn't really thought about working in them it is like Saga, PlayStation, all these different groups getting involved this was kind of like the mid to late nineties maybe you want to take a look at that just some career advice. I was like, Oh, that's kinda interesting. I love sports, but maybe there's an opportunity to grow my career as I have a family maybe I do need to make a little more money. So simultaneous to that, I also felt like for me personally, I wanted to get in front of the camera rather than being behind the camera. PR is implicitly the guy behind the guy. If you know that in my case, I wanted to be in front of the camera, doing more of the strategy work. So I hopped over to a start-up called Maxis which ended up getting acquired by E. A, Electronic Arts then spent some time in E.A in brand marketing, and I really felt like for me I wanted to be on the strategic side, the campaign side, the outbound marketing side and that was a place for me. After that, I left and went to PlayStation and headed up all of the hardware or platforms, as it is from PlayStation 2 to all the way until PlayStation 4 and PlayStation VR was there for almost 20 years. VP Marketing and general manager of the North American business and learned a ton of PlayStation. I ran that business for most of my time there the portfolio which means the games that are coming, the peripherals controllers and headsets and the hardware. So the PlayStation products the actual PlayStation 2, 3, 4, Vita, PSP along with six platforms there and you learn a lot at that level. At the time, when I first started, we were an island off the coast of Sony and turned into a position where now it's about 1/4 of all operating income for Sony, which, obviously the venerable all-time big brands that we all know. So I left there two years ago just wanted to think about what else can I do? What else is out there? and how can I expand my career? I looked at the clock, and I'd say this for you all as well increasingly, that I was a bit more of a dinosaur in that way used to always be where you stay somewhere for a long time not as much the case you all know. So I hopped over to twitch Sparta Amazon's largest live streaming social platform in the world, VP global marketing here and fantastic place, very different, very community-driven, not tangible hardware and I'd say that's something that I would offer all of you as well as that. You really want to have these diverse experiences, you probably don't want to be somewhere for 20 years, necessarily anymore but if there's an opportunity for you to be in a place for a couple of years, really get ground and really understand audiences and their motivations and their emotions and their passions and then you move to other kinds of tangential places, things that are similar things that are interesting to you. I really recommend that because I think that really helped shape your broad career and you'll find yourself moving up in a way that maybe you otherwise wouldn't. So I think that's good for the first.

Broadly, I oversee a big swath of the business here, North America, Europe, and Asia marketing. Global marketing is really interesting but when I was at PlayStation, I was seeing North America only, North and South America, which also is interesting but when you talk about global marketing, you're talking about different cultures, different audiences, different passions, different behaviors and you want to have a through-line if you can in marketing, you want to have a strategy line because you don't want to have the same product around the world with different messages and different kind of ways of talking. We're in a world now that is very cross border certainly digital advertising helps blend a lot of cultures together and you don't really stop at borders anymore when you mark it. So in that with language and with the way people feel, you need to make sure that you are looking at this broadly. So for me being at twitch, It's a really interesting way of thinking because Twitch is inherently community based and so foundationally you're looking at a place where we're putting that into practice every day. Three million creators, or three million channels as it works if any of you were on twitch, Twitch is larger than Netflix, Hulu, HBO, ESPN combine in terms of monthly viewership, it's just an absolute monster and yet very diversity spread. So there's a lot of different topics there are three million channels imagine your TV set having three million channels right or you may be your favorite platform a lot of topics, a lot of subjects. So how do you wrap that as a marketer? So that's a big part of what I do. I'm in charge of brand marketing, product marketing, community marketing, creative marketing, which is streamer marketing. Campaigns, we have things like Thursday Night football rolls up to me through Amazon through USA Basketball, Olympics, those kinds of things music, fortnight World Cup those things all roll up through me and so in commerce marketing is the last bit. So how do we make money? How do we drive revenue? You can say there's a lot of kind of interesting pockets throughout here, and in terms of like weekly hours of spending office, generally, I'm here in the office, maybe for 50 hours but this isn't really a world where you count the hours in the office and you count the hours at home. You're kind of always on. There's always the phone, you're always accessible, which is not always a good thing. I think as you all grow in your careers, you're going to see that change a bit obviously work from home culture is something that is embraced here at Amazon, and I'm glad for that, it was not embraced at PlayStation, which I feel pretty strongly was a mistake. I think as long as you have good leaders or good employees that will actually do the work, working from home is certainly acceptable. We all will go home and work after I put my kids to bed, I'm back online and trying to answer email, trying to help my team or try to be as supportive as I can, review documents, signed contracts, whatever it might be. Also, when you're in global marketing, obviously there's a different time zone so you're talking to Europe or Asia different times of the night, so you're kind of at that point where I think, and we'll get into this later but you really want to respect your boundaries, you want to make sure that you feel that you're working the right amount of ours, to be honest about putting in a good day's work, getting your job done, as you see is you believe it should be done. But also giving yourself the time to be able to have a family or have friends or have certainly personal passions and exciting things to do, because work will always fill the void in your life. I'll tell you that that is truism you will find that no matter what you do because you have a phone and because you're available work, will try and fill it. Sometimes you have to fight back, but always be honest with yourself that you're doing a full-time good job so that'd be my advice on that front.

There are a lot of challenges, I think, with my job but I'd also say just in the work world in general, like when you first get into the work and some of you have been interning, hopefully for a number of years here or had jobs outside of school. I think that I've just mentioned in the last segment, like working with people can be tough and that it's not always a clean road to make sure that you all are kind of point towards the same goal. I think one of the things that I've really had challenges with here at Twitch and I had to a bit at PlayStation you want to enter into any kind of project or any kind of work agreement with everyone aligned about what are you trying to do? The number one currency that we all have is time so I need to be proved, too, that the project we're going to work on is worthy of the time that I would spend in my life to really make sure that this will succeed and if it is something that's worthy of that, I will put my whole self into it. Twitch is a startup, PlayStation for a long time had that mentality, and it's kind of all the things, You'll do it all and many of us, and I'm sure on this call here, like many of you have the mentality like I just vacuum it all up, I'll do it all and that's great, it's cool, except on the other side you really want to make sure that you respect boundaries and that you have a North Star like What are you trying to do and why would you do it? Ask yourself that. Why? when you go into these, always ask why, like, Why am I doing this? There's no harm in saying like, I need to figure out like what we're doing here so that I can put 100% of myself and make sure this thing works, So I think that's a really important thing. I'll tell you one of the things that I did when I first started to twitch, I came in from PlayStation, about 70 people reporting to me, all different diverse lines, different businesses as we mentioned earlier. They came to twitch, and it was still very founder lead, I had 25 people that were in marketing and 20 of them were marketers. I mean, if any of your baseball fans, I'm like, I had 25 guys on the team and 20 of them were catchers. So, like, I had to really make some changes so that was a big challenge like I probably lead 17 of those 20 or move to another part of the organization that's not easy like you have families, people have personal lives you don't want to upset the balance, but at the same time, like if you don't all have kind of the same aligned of where you're going and what you want to do, it's better to break up, it's better to do other things. So what I've done here is build an organization and processes that I've learned through my time that worked like we need things like green light like, how do we get content through many of you have probably heard a green light from movie studios and linear TV and saying things here, right, Twitch has a ton of content that we're bringing to bear we are just in the middle of as example Esports show that we green lit with TVs for four days of the week it's on Twitch, one day the week Fridays it's on TVs or so It's just interesting collab. How do we do that? How we bring that to market? I launched something called Streamable a couple of weeks ago at the NFLPA party at the Super Bowl where we brought the best Twitch streamers in a fortnight and had them play against the best NFL athletes in the fortnight at the party itself. A lot of times you hear this thing of like, well, sports athletes are better at playing video games and lots of your Twitch streamers will say we are the pro gamers, so let's settle this once and for all. So to do those things, though, you need to actually go through the process, you need to go through the reasons why do you want to accomplish that, you need to go through like how you're going to do it. So framing that all up in advance is really important. When I launched the PlayStation four like this was 2013, we were in a terrible position as a company that Sony was behind Xbox we knew, though, that if we actually touched into the emotion that we all have around gaming and PlayStation and nostalgia and the reasons why you actually play games we would be Microsoft because Microsoft is being very rational, very much power-based, very text back that doesn't win, generally doesn't win in marketing and be the sea cultures. It certainly doesn't win when you're looking at passion-based cultural entertainment moments like a PlayStation for launch and those are the things that I think when you look at how you can overcome challenges you always want to start with, What are we doing? How are we going to do it? And again, why is my time worth putting in here? And if you believe in all those things and you're aligned with your team and the group that you're with and your magic can happen so that's been a big part of my career, certainly.