Twitch launches brand-customizable game in Fortnite

Twitch and Amazon Ads have introduced "The Glitch," a customizable in-game experience within Fortnite, aimed at engaging brands with the gaming community. Developed by "Halo" co-creator Alexander Seropian, this game allows brands like Domino’s and Peloton to integrate their brands into Fortnite. Twitch streamers will also promote these experiences to its large user base, 70% of whom are 18-34. Brands can adjust campaigns within the game, with metrics such as engagement, site traffic, and player interactions used to measure success.

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.