They make money because they get paid cash due to advertisements. Marketing and sales has always been big cash. They're just pimping each other out to sell products.
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Seriously? You mean Bungie gets a cut of ads played on Twitch? If that's true, it does change the dynamic... but I still find it hard to believe Twitch ads would be a major source of income for a firm like Bungie. I mean, if that's true then why are indie developers complaining Twitch playthroughs hurt their sales?