Twitch invites its community to drop into ‘The Glitch’ in ‘Fortnite’

Twitch has a new entry in the world of Fortnite — and this one rhymes.

The Amazon-owned streaming hub has announced The Glitch, a game world inside Fortnite that will be filled out through partnerships with sponsors. Twitch’s Glitch will feature integrations from brands like Domino’s and Peloton, whose products will impact gameplay within the world.

To open up The Glitch, Twitch is working with Look North World. That’s the name of the creator platform builder is led by Alexander Seropian, the Co-Founder of Halo developer Bungie. Look North World and Twitch will unveil The Glitch on September 20, during the first day of the annual TwitchCon gathering.

The Glitch is Amazon’s attempt to hop on the Fortnite Creative bandwagon. Publisher Epic Games‘ creator program has already paid out hundreds of millions of dollars to in-game builders, and it has become a boon for advertisers, too. Brands working within Fortnite and its rival Roblox have enjoyed results

that compare favorably to traditional ad campaigns.

Twitch’s parent sees that ecosystem as a vehicle for delivering branded content in a format that isn’t perceived to be as intrusive as interruptive ads. Amazon will sell Glitch integrations as part of its creative inventory, with Domino’s and Peloton as two of the first takers.

“The Glitch is going to be the next step in Twitch being able to provide aligned brands with meaningful access to a very highly coveted and enthusiastic audience,” Amazon Ads Head of Brand Partnership Studio Andrea Garabedian told VentureBeat. “The Glitch is really a new evolution for the world of branded games through this franchise. Brands have the opportunity to be a true part of that experience.”

The overarching rules that govern The Glitch will aim to make it a unique destination within Fortnite. Players inside the world will be split into teams and will attempt to eliminate rival squads while negotiating active “glitch events.” Those events will enable Amazon and Twitch to showcase different brands within the environment. Visitors to the Domino’s pizza parlor, for example, can heal their missing hit points by chowing down on a virtual slice.

TwitchCon attendees will be among the first players to drop into the glitch. The annual celebration of all things streaming runs from September 20-22 in San Diego.