Twitch is changing branded games with The Glitch in Fortnite

In the always-evolving world of Fortnite, longtime fans have come to expect the unexpected: exploding crossbows, supersonic hammers, a place called the “Butter Barn.”

Change and refreshes are constant in the world of Fortnite, but with the introduction of The Glitch—an ever-growing series of gaming experiences within the popular online game—pieces of our reality are about to intersect with Fortnite unlike ever before.

The Glitch is overhauling the idea of branded gaming, bringing brands like Domino’s and Peloton and making them part of the playable experience.

Created in Fortnite, Amazon Ads and Twitch have introduced a series of new games within Fortnite, collectively titled The Glitch. True to its name, The Glitch may share some similarities with maps that players are familiar with, but something is a bit … off. For fans of Fortnite, The Glitch is a result of the game’s long-running hero Jonesy attempting to stream Fortnite on Twitch … but from within the world of Fortnite. This creates a multidimensional paradox that runs the risk of breaking down—or glitching—reality itself. Now Jonesy and players must work together to fix the world, but The Glitch is full of constant change. As the story unfolds, season by season, more is revealed … perhaps involving factions of well-known Twitch streamers and their communities, as they work with (and against) each other for victory.

The teams at Twitch and Amazon Ads leaned on the expertise of Alexander Seropian’s game studio, LookNorthWorld, to begin building out The Glitch. While Fortnite has hosted a number of collaborations in the pop culture and comic worlds, The Glitch marks a new evolution for the franchise. In The Glitch, brands have the opportunity to be featured in the gameplay, not just as a visual but functional element with incentives for players to interact with the brand. The gamer-first mentality was a guiding principle in the game’s development.

“I’ve been in the ‘games as media’ space since the ’90s and have noticed two key issues with branded games: They are often designed prioritizing marketing over fun gameplay, and they suffer from a lack of promotion,” explains Bill Young, head of games at Amazon Ads. “Gamers play games … not advertisements. Ultimately, the success of a branded game hinges on its playability and visibility in a sea of choices. Step one: make a great game. Step two: cut through the noise.”

The importance of creating a playable game that is both bespoke and turnkey for advertisers was also integral to the game’s development. Amazon Ads wanted to make sure the opportunities for brands felt like a natural fit, without requiring a substantial lift on the client side. One solution is the “branded blueprint,” an innovation that allows brands to be part of playable features in the game. For example, when built to specific parameters, a Domino’s store appears. For players, that will come with a “pizza party,” which will fully restore their team’s health. To access it, players must “break the glass,” which is tied to Domino’s campaign messaging.

But what made Domino’s such a logical fit for the game is in the overlap of brand identities. In a recent study from Amazon Ads that asked nearly 30,000 consumers how they want to spend their quality time, consumers felt significantly more positive about advertising in video games than in other entertainment categories. Additionally, 35% added that they wanted advertising that was brief and non-intrusive. Finding those cross-sections are a sweet spot for savory brands like Domino’s.

“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,” said Kate Trumbull, senior vice president and chief brand officer at Domino’s. “We think delicious pizza and gaming go hand in hand.”

The Glitch is available to brands who meet the threshold prerequisite—including any ad spend across any of Amazon’s advertising channels, including Twitch, Prime Video, and more. For brands regularly advertising within the catalog of Amazon’s ad opportunities, the opportunity to come to life within The Glitch opens up a potentially massive reach.

On Twitch, the game has been streamed over 42 million hours this year alone. That level of viewership can help advertisers hoping to reach a young adult audience who have reported that they’re more receptive to advertising that dovetails seamlessly with the content they already consume.

Finding that brand fit and ensuring customers are exposed to brands that speak to their interest is key. It also allows for brands to pique untapped interests with gamers. “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," says Joanna Lee, Senior Vice President of Global Consumer and Brand Marketing at Peloton. "By meeting gamers where they are and introducing our brand in this way, we hope to welcome a new community of Members who may not have previously considered us.”

With the launch of The Glitch, the opportunity to reach customers in relevant, non-invasive ways is helping reimagine advertising and establishing stronger brand awareness with consumers. “Our collaboration aims to push these games beyond their conventional boundaries,” Young says about the launch of The Glitch. “We want to help branded games out of their long-established rut. We want to redefine the expectations of both brands and gamers.”

It’s Jonesy’s world. We’re just advertising in it.