On February 10, 2014, Twitch's parent company (Justin.tv, Inc.) was renamed Twitch Interactive, reflecting the increased prominence of the service over Justin.tv as the company's main business. That same month, a stream known as Twitch Plays "Pokémon", a crowdsourced attempt to play "Pokémon Red" using a system translating chat commands into game controls, went viral. By February 17, the channel reached over 6.5 million total views and averaged concurrent viewership between 60 and 70 thousand viewers with at least 10% participating. Vice President of Marketing Matthew DiPietro praised the stream as "one more example of how video games have become a platform for entertainment and creativity that extends WAY beyond the original intent of the game creator. By merging a video game, live video and a participatory experience, the broadcaster has created an entertainment hybrid custom made for the Twitch community. This is a wonderful proof of concept that we hope to see more of in the future." Beginning with its 2014 edition, Twitch was made the official live streaming platform of the Electronic Entertainment Expo.