Live streaming sessions of games have become a phenomenon over the years, and helped Twitch acquire over 100 million viewers on a monthly basis. So it shouldn’t be a surprise that many companies are turning to the stats from live streaming to help improve its business – and that includes Blizzard.

The publisher behind World of Warcraft, Diablo III and other eSports-friendly titles have begun using live streaming data to help shape certain aspects of the company, according to Silicon Angle. Said Kim Phan, senior manager of eSports for Blizzard Entertainment, “(Livestreaming) certainly has impacted the way our players experience our games. Usually, when people play the game, it’s what they do with the game directly. Now, with streaming, it’s a whole other way to experience it.”

Blizzard’s games have taken up a big chunk of time with players on Twitch, accounting for 17.4 percent of the total number of hours viewed for the month of March. Out of all the available titles, Hearthstone: Heroes of Warcraft was the most popular, with nearly half of that overall number.

“It’s very important now that we always have streams and we find out where our viewers are from and what languages they like to watch, and which games they enjoy,” Phan explained. “I think that the data has helped us learn a lot from that. I think it’s going to continue to evolve. It’s impacted us, I think, throughout the entire company; even how we market the game.”

But it’s not just a one-way street when it comes to Blizzard taking advantage of live streaming stats, as this method enables a more intimate connection with its community, and, in reflection, what work needs to be done with future content for specific titles.

“We do reach out to the influencers who are really involved in our game because we want to support them,” Phan said. “We obviously appreciate the work that they’re doing and the promotion that they’re getting.”

Other companies are following suit as well, with Square Enix holding a recent promotion to introduce its new Deus Ex game through Twitch experimentation. It’s possible, with E3 around the corner, that even more may turn to the live streaming channel, or similar services, in an attempt to bolster attention for certain games, as there are plenty making their way to the market for 2015.