Written by Kianna Best on Sep 23, 2024. Posted in General Interest

Twitch and Amazon Ads launch new creative experience The Glitch for Fortnite

Fortnite welcomes a new network of playable worlds known as The Glitch promoted by streaming service Twitch. With launch partners such as Domino’s and Peloton, The Glitch will offer a less disruptive path for in-game advertising whilst providing an influencer marketing boost.

Image courtesy of Amazon Ads

“We are always looking for innovative ways to highlight our brand for critical audiences, and this interactive galaxy is a logical path given that pizza and gaming have a long history of going hand in hand,” said Kate Trumbull, Domino’s senior vice president and chief brand officer, in a statement. “Ultimately, this is a great opportunity for us to showcase the high quality, craveability and value of Domino’s to a Gen Z audience whose spending power is on the rise.”

First announced at Amazon’s May 2024 upfront presentation, The Glitch will provide a custom-branded Fortnite world based on its sponsored brands, including a Pizzeria based world powered by Domino’s. Launched at TwitchCon this weekend, the Glitch will act as a multiplayer game allowing players to work together and fix a virtual world that is glitching. Twitch and Amazon Ads worked with Halo co-creator Alexander Seropian's Look North World to tailor the experience.

“The gaming community knows and loves Domino’s, and being featured in The Glitch puts our brand front and centre 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.”

Fortnite has been known for its revolutionising presence in the gaming industry, providing brands the opportunity for a vast array of advertising formats. With approximately 650 million players, Fortnite welcomes an average of 1.1 million users per day to its host of worlds and side quests, as well as in-game concerts and a number of brand activations.

This new comes at a challenging time for live-streaming platform Twitch, which has witnessed a decline as platforms such as Kick and YouTube gain momentum. Since being acquired by Amazon in 2014, new sign ups have slowed down, January 2024 saw 35% of staff laid off and the overall growth of the platform at a low. But with this new Fortnite venture, a new life is being breathed into Twitch as The Glitch allows for improved advertising revenues.