The team at Twitch continues to ramp up excitement for its second annual TwitchCon convention, taking place September 30 through October 2 at the San Diego Convention Center.

Along with announcing over 70 panels presenting at the event—as well as musical talent Darude (an all-time favorite among Twitch streamers), who will be headlining at the annual TwitchCon party—the company is also looking to establish a stronger presence with the business side of things with the introduction of a new industry track.

“TwitchCon 2016 is expanding its focus to include an industry track related to the business and development of video games and livestreaming,” the company noted in an announcement. “This track brings together Twitch broadcasters and staff members to share insights on building a compelling game for Twitch broadcasting and doing business on the Twitch platform.

“Panel topics include creating compelling stream-friendly content for a game, the art of a successful marketing campaign, intro to the Twitch API, building an eSports game, and how to work with broadcasters.”

Various Twitch talents will be hosting these presentations, including Ellohime and OMGitsFirefoxx, among others.

Twitch has already proven that business partnerships can work wonders with channels such as Old Spice’s Nature Adventure (where users commanded a live person to perform actions in the game) and an eSports partnership with Coca-Cola. And the network has diversified its content, which includes airing classic episodes of Bob Ross’s The Joy of Painting and Julia Child’s The French Chef, which drew thousands of viewers to its channels.

Amy Brady, Twitch’s director of global events, explained to [a]listdaily why an industry track is being featured at this year’s TwitchCon. “After last year’s TwitchCon, we discovered that a lot of members from the games industry were in attendance, many of which had questions about how to better understand working with our community,” said Brady. “To help facilitate that dialogue, we tapped key influencers, brands and staff to introduce an industry track at TwitchCon 2016 where we will be taking a deeper dive into the topics that surfaced the most.”