Twitch, in partnership with Halo co-creator Alex Seropian’s Look North World studio, unveiled The Glitch, a customizable game world for brands within Fortnite at TwitchCon in San Diego on Friday. This project provides brands with a way to engage players through immersive, in-game worlds, with promotions led by Twitch streamers.

The Glitch offers a multiplayer experience where players work in teams to restore order in a glitching universe. Matches feature dynamic, random events that transport players to moons, or maps, each with unique gameplay modes. This unpredictability challenges players to think on their feet and adapt to different scenarios.

At launch, The Glitch showcased two brands: Domino’s and Peloton, each with their own in-game worlds reflecting their identities. Players encountered a Domino’s pizzeria where they hosted a ‘pizza party,’ restoring health and directly linking gameplay to the brand’s products. These interactions integrate seamlessly into the gaming environment, providing players with an enjoyable experience while promoting the brands.

Alexander Seropian, co-founder of Bungie and a key figure behind Halo, applied his expertise to create a game that balances core gameplay with brand integration. He wanted to design an engaging experience that allows brands to authentically connect with players. The Glitch targets Twitch’s predominantly Gen Z audience, which constitutes a significant portion of the platform’s 35 million daily viewers.

Developed using the Unreal Editor for Fortnite, The Glitch allows for the creation of custom virtual environments that integrate directly into Fortnite. Although Twitch has not formed an official partnership with Fortnite developer Epic Games, the project has received support from Epic.

To promote The Glitch, Twitch enlisted popular streamers who play and share the game with their audiences. With 70% of Twitch’s audience between the ages of 18 and 34, The Glitch offers brands like Domino’s and Peloton a direct line to a key demographic.

If The Glitch proves successful, other brands are likely to join. Andrea Garabedian, global director of Amazon Ads’ brand partnerships studio, stated that the game presents brands with a fresh opportunity to engage an active audience. By using the influence of popular streamers and the immersive nature of Fortnite, Twitch can enhance its presence in the gaming industry and provide brands with innovative ways to connect with players.