Twitch is using its “Battle of the Brands” to demonstrate the potential of its ‘Fortnite’ island

Twitch‘s junk food battle royale is dropping into The Glitch. That’s the name of the Fortnite island that will host Battle of the Brands, a DoorDash-sponsored tournament that will be contested by a dozen top streamers.

Battle of the Brands features $20,000 of prizes, which will be distributed via DoorDash gift cards. The participating streamers, including DrLupo, Alixxa, and Sparkles_QT, will team up in pairs for a Fortnite deathmatch that will include a variety of bonus objectives. Ultimately, one pair will emerge victorious — and they’ll be able to show affection for chat by doling out 200 DoorDash gift codes.

In past years, Battle of the Brands has served as an opportunity to buy into current trends in the streaming space. In 2022, FaZe Mew celebrated the golden age of creator dining concepts by playing for FaZe Subs in Doordash’s competition.

These days, metaverse-style experiences developed through Roblox and Fortnite are what’s hip. Brands as diverse as Topgolf and Manchester City are sending marketing dollars to Fortnite 

islands, and agencies have emerged to build those experiences. JOGO, a Fortnite studio led by creator Typical Gamer, turned heads by earning $7 million from its custom islands.

Twitch’s Fortnite forays happen on The Glitch, which launched last year as a hub for branded gameplay. Within The Glitch — which was developed by Halo co-creator Alexander Seropian‘s studio Look North Worth — sponsors design power-ups that turn real-world offerings into playable items.

That specific product will play a crucial role in Battle of the Brands. Each pair has selected a food and drink brand to play for, and the in-game power-ups will change from duo to duo. I can only imagine that the Ruffles power-up used by KhleoThomas and Goatr2 will make the other teams very salty.

Battle of the Brands will bring spectacle to The Glitch, showing that Twitch’s branded hub has a lot to offer its sponsors. The tournament will kick off on March 14 at 3 PM ET.