Short answer is it's an evolution of the Elon Musk Twitter scams where people are told to send crypto (Usually bitcoin) to an address to double it. The main difference than the traditional scams is with livestream you have an audience - the chat.
Tens of thousands of viewbots to bring the counter on the livestream high and then the chat is flooded with chat messages but fake accounts that I can see how people could think they were real. Things trying to convince you that it is safe, that it worked, and even talking with each other asking how easy it is. It doesn't matter if the account is banned after 20 minutes or more, it's already done the damage.
First time I saw this was about ~6 months ago. It was a fake account with a similar name for a Dota streamer. They had fake footage of the game and I was pretty shocked. It had something like 10,000 viewers and after reporting the channel it was still up for a while.
Other times I've seen it with Elon Musk with footage of the Tesla plant talking to a reporter about crypto. I can see how the voices can be fakes as well and how much potential it can have when combined with the chat. These were up for less time.