Twitch revolutionizes branded gaming with The Glitch in Fortnite

On September 20, 2024, Twitch unveiled an addition to the popular online game Fortnite called The Glitch. This new series of gaming experiences within Fortnite is set to redefine branded gaming by seamlessly integrating real-world brands into the virtual landscape.

The Glitch, created in collaboration between Amazon Ads and Twitch, introduces a novel concept to the Fortnite universe. According to Bill Young, head of games at Amazon Ads, The Glitch represents a significant evolution in the "games as media" space. The initiative aims to address longstanding issues with branded games, primarily the prioritization of marketing over enjoyable gameplay and insufficient promotion.

This new gaming experience revolves around a storyline where Fortnite's hero, Jonesy, attempts to stream Fortnite on Twitch from within the game itself. This meta-scenario creates a multidimensional paradox, threatening to break down the fabric of reality within the game world. Players must work alongside Jonesy to restore order, navigating through constantly changing environments and challenges.

Blending brands into Gameplay

One of the most innovative aspects of The Glitch is its approach to incorporating brands into the gaming experience. Rather than simply displaying logos or advertisements, The Glitch integrates brands as functional elements of gameplay. For instance, Domino's, a pizza delivery chain, is featured through an in-game "pizza party" mechanic that restores players' health.

Kate Trumbull, senior vice president and chief brand officer at Domino's, expressed enthusiasm for the partnership, stating, "The gaming community knows and loves Domino's, and being featured in The Glitch puts our brand front and center with the audience as they experience a new gaming interface."

Similarly, Peloton, the fitness equipment and media company, has found a unique way to introduce its brand to gamers. Joanna Lee, Senior Vice President of Global Consumer and Brand Marketing at Peloton, explained, "Collaborating with The Glitch allows us to create fun and surprising moments within the Fortnite experience that drive curiosity for Peloton in an organic and interesting way."

Technical innovation and development

The development of The Glitch involved collaboration with Alexander Seropian's game studio, LookNorthWorld. This partnership ensured that the gaming experience would meet the high standards expected by Fortnite players while also serving the needs of advertisers.

A key technical innovation is the "branded blueprint," which allows brands to be seamlessly integrated into the game without requiring significant effort from the advertisers themselves. This system enables the creation of bespoke, interactive brand experiences that feel natural within the game world.

Reach and engagement

The potential impact of The Glitch is substantial, given Fortnite's massive player base and Twitch's extensive viewership. According to recent data, The Glitch has been streamed for over 42 million hours on Twitch in 2024 alone. This level of engagement presents a significant opportunity for advertisers to reach a young adult audience that has shown increased receptivity to advertising that integrates smoothly with their preferred content.

Accessibility for advertisers

The Glitch is available to brands that meet a threshold prerequisite, which includes ad spend across various Amazon advertising channels such as Twitch and Prime Video. This approach opens up the opportunity to a wide range of advertisers who are already engaged with Amazon's advertising ecosystem.

Impact on consumer perception

Recent research conducted by Amazon Ads, surveying nearly 30,000 consumers, revealed that people generally feel more positive about advertising in video games compared to other entertainment categories. Additionally, 35% of respondents indicated a preference for brief and non-intrusive advertising, which aligns with The Glitch's integrated approach.

Future implications

The launch of The Glitch represents a significant step forward in the evolution of branded gaming experiences. By prioritizing enjoyable gameplay while seamlessly incorporating brand elements, Twitch and Amazon Ads are setting a new standard for advertising in interactive media.

Bill Young summarized the ambition behind The Glitch, stating, "Our collaboration aims to push these games beyond their conventional boundaries. We want to help branded games out of their long-established rut. We want to redefine the expectations of both brands and gamers."

Key Facts

• Launch Date: September 20, 2024
• Created by: Amazon Ads and Twitch
• Game Studio Partner: LookNorthWorld
• Streaming Hours: Over 42 million on Twitch in 2024
• Featured Brands: Domino's, Peloton (among others)
• Accessibility: Available to brands meeting Amazon advertising spend thresholds
• Consumer Sentiment: 35% of surveyed consumers prefer brief, non-intrusive gaming ads
• Technical Innovation: "Branded blueprint" system for seamless brand integration