Verizon, which so far has taken a very low-key approach to advertising its new video streaming platform, is stepping up its Go90 marketing by sponsoring tonight’s Game Awards in Los Angeles.

According to Go90 spokeswoman Deidre Hart, Verizon decided to participate in the event to capitalize on both Go90’s platform focus and audience.

“Sponsoring the Game Awards complements go90’s live events strategy,” Hart explained. “In addition to delivering live sports, live music, and original exclusives, the gaming community is another key audience we want to reach and create unique meaningful content and experiences with. The Game Awards provided us with a unique opportunity.”

But the Verizon-sponsored event won’t only catch the eye of TV viewers this year.

Hart said the award show, one of the video game industry’s major events, will be live streamed for the first time tonight. Though viewers will be able to catch the show on a number of different platforms, including Go90, YouTube, Twitch, Sony’s Playstation network and Xbox Live, Go90 viewers will have access to exclusive content both before and after the event.

The move to direct attention toward Go90 through the Game Awards sponsorship appears to be consistent with comments made by Verizon CFO Fran Shammo in November. At the time, Shammo said Verizon was planning to step up advertising for Go90 at the start of the holiday season.