Leading game broadcasting site Twitch has announced that it has a reached an agreement to acquire GoodGame, a company it describes as "the world's first full-service agency dedicated to the esports and live video game broadcasting communities."

Twitch claims the move is aimed at helping the streaming video site to better serve ads to viewers while also highlighting the platform's utility and profit potential to companies wanting to serve ads to the young-leaning Twitch demographic. "GoodGame has an amazing reputation in the industry for its expertise in both sponsorship sales and talent support," writes Twitch COO Kevin Lin. "Their passion for helping content creators and pro players achieve success has elevated the entire industry in the minds of brands worldwide."

Twitch fans worried that the site's explosive success of late - Twitch was recently acquired by Amazon for $970 million - will turn the site into a sterile, corporate entity with no concern for the Twitch community, need not worry, according to GoodGame CEO Alexander Garfield. "I believe in Twitch - I really do," Garfield writes in a lengthy explanation of why he chose to sell GoodGame. "They're great at what they do, they understand esports, and they genuinely care about making sure the community grows in the right way. To use an industry meme: they get it."