Vice Media Group is hoping to sell advertisers on its Twitch content starting this month, focusing first on its gaming-centric, interview-style show, “Good Game,” on its six-month-old Refinery29 channel.

The publisher will co-sell pre-, mid- and post-roll ads, branded content and product placements alongside Twitch’s sales team with deals being priced as high as several million dollars, according to Cory Haik, COO of Vice Media Group from CES in Las Vegas. Live shopping and e-commerce opportunities will also be explored as part of the content deal with Twitch, she added.

UM SVP, Integrated Investment, Molly Schultz says, “There is enough education around Twitch now to understand that it’s a destination for live stream gaming, but it’s also a platform where other content is shown.”

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