• by Colin Kirkland , September 19, 2024

Twitch, Amazon’s livestream social platform, and Amazon Ads will launch a new game in Fortnite on Friday called “The Glitch,” which aims to link brands with Twitch streamers while targeting gamers exploring the “integrated galaxy of brand-customizable playable worlds,” according to a company spokesperson. 

The Glitch, first teased at Amazon’s first upfront presentation in May, was created by Look North World, the creative studio of Alexander Seropian, co-creator of the popular console game “Halo.”

Fortnite players who visit the immersive world will be able to battle opposing squads while progressing through objective sets to unlock upgraded weapons and power-ups. 

The Glitch is fully customizable depending on which brands are partnering with the experience. Amazon is inviting brands like Domino’s and Peloton -- the game’s first two brand partners -- to temporarily occupy space in the game, depending on the length of their ad campaigns, although Twitch recommends that brands remain in The Glitch for at least one fiscal quarter to truly engage with the Fortnite community. 

During their stint advertising in the game, Amazon’s brand partnerships studio will pair brands with Twitch streamers to play and promote their experiences in The Glitch on Twitch’s home page, opening up the brand’s investment to a wider audience of gamers.

Twitch says 70% of its 35 million average daily users now are between the ages of 18 and 34. 

Domino’s and Peloton will launch their experience in October, becoming the first two brands to customize The Glitch’s in-game worlds.

Amazon Ads says Twitch has worked with Look North World to bake in “player-brand interaction” throughout the experiences, including the integration of a fully modeled pizzeria and “pizza party” health restoration boost for Domino’s multiplayer combat game.

With Peloton’s non-combative game, the brand is attempting to introduce Peloton to a new audience, while tracking engagement and awareness with Twitch gamers. 

Joanna Lee, senior vice president of global consumer and brand marketing at Peloton, told Ad Age that the company will be “measuring success through a few key metrics, including total games played, site traffic and unique game players.”

According to Twitch’s CMO Rachel Delphin, the Amazon-owned company is looking for new ways to engage streamers and their communities. 

The Glitch officially opens to the public on Friday, following the start of Twitch’s annual convention in San Diego. Amazon Ads and Twitch will be looking for more brands to join the experience as the game evolves.