Amazon and Twitch launched a new gaming experience, dubbed “The Glitch,” offering promotional opportunities to brands within the gaming space.
The big reveal took place at TwitchCon San Diego last Friday, where the first brand partners, Domino’s and Peloton, were announced.
Described as “an integrated galaxy of brand-customized playable worlds,” The Glitch features a series of games within Fortnite where brands integrate themselves into the overarching gameplay experience.
Created by gaming developer Look North World, led by “Halo” co-creator Alex Seropian, “The Glitch” throws two teams into an epic elimination showdown.
To kick things off, Twitch has enlisted top live streamers to showcase the game, giving potential players and brands a firsthand look at the game in action.
The game is open to brands that meet specific criteria, including ad spend across Amazon’s advertising platforms like Twitch and Prime Video. For those already advertising with Amazon, this is a golden opportunity to make a splash in the gaming world.
Amazon Ads went into more detail about how this latest collaboration can help brands in a press release:
“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.”
Penetrating the Gaming Space
Building on the findings of an Amazon Ads study that 35% of customers prefer short, non-intrusive video game ads over other entertainment channels, “The Glitch” team wanted to find a balance between advertising and gameplay.
“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,” explained Bill Young, head of games at Amazon Ads.
The animated trailer, created in partnership with art and animation studio Moisty Media, opens with the main protagonist Jonesy, attempting to stream Fortnite on Twitch as a character.
A multidimensional rift appears and forms glitches within Jonesy’s world, tasking players to fix them. These glitches constitute the main integration medium into the game.
You cannot stream Fortnite from inside Fortnite. But that didn’t stop Jonesy from trying. Now the worlds of Twitch and Fortnite are locked in a death spiral, and it’s up to Jonesy and friends to harness the power of The Glitch to save the day!
— Moisty Media™ (@MoistyMedia) September 20, 2024
It was our privilege to partner… pic.twitter.com/9tL7ZO7boC
Twitch and Look North World have intentionally woven player-brand interactions into “The Glitch” at every turn. Players can stumble upon a fully modeled Domino’s pizzeria, where joining a “pizza party” fully restores their health.
This clever integration not only gets players back into the action but also creates a strong link to the brand’s delicious offerings.
“Our collaboration aims to push these games beyond their conventional boundaries.We want to redefine the expectations of both brands and gamers,” Young reiterated.
With advertising getting more crowded, Amazon is shaking things up, offering brands a fun way to bond with customers.
By spotlighting immersive experiences, the retailer is redefining customer interactions, introducing marketing novelties brands can dive into!
