Durmuş, S.2024-07-182024-07-18202497810400025829781032486277https://doi.org/10.4324/9781003389972-12https://hdl.handle.net/11411/6632This chapter explores the dynamics of Twitch Developers, a community attached to the live-streaming platform Twitch. Twitch extensions, live apps that enhance live streams with visual and interactive layers, are developed by third-party developers and managed by Twitch. The motivations of complementors, developers creating Twitch extensions, include vocational promises of skill development, career advancement, and a sense of connection. Twitch, leveraging its powerful position, commodifies these ambitions, leading to a concept called deep engagement. Deep engagement is driven by the platform’s profit-seeking nature and involves collaboration and cooperation of third-party developers with the platform and other developers. Twitch benefits from this high level of engagement in terms of content, functionality improvement, and interlinking products and data with its parent company Amazon. In contrast to the marketing-focused term of community-led companies, this chapter critically examines firm-initiated communities in terms of platformization, collaboration, and political economy. By conducting a thematic and hermeneutic analysis of online material posted by Twitch and Twitch employees, this chapter tries to unearth how Twitch employs its platform powers. By doing so, it contributes to a nuanced understanding of these communities and their implications. © 2024 selection and editorial matter, Begüm Irmak, Can Koçak, Onur Sesigür and Nazan Haydari; individual chapters, the contributors.eninfo:eu-repo/semantics/closedAccessBook Chapter2-s2.0-8519192400010.4324/9781003389972-12140N/A128