Why Twitch is launching its own Fortnite Creative experience, ‘The Glitch’

Twitch is opening its own Fortnite Creative experience, called “The Glitch,” on Friday, promoted by Twitch streamers and featuring advertisers such as Domino’s and Peloton. It’s an acknowledgment of the inflow of gamers’ eyeballs and attention into the metaverse in 2024 — and an attempt to assert Twitch’s gaming-community dominance in this new world.

Twitch first announced “The Glitch” at Amazon’s May 2024 upfront presentation. Since then, the platform has been reticent about the details of its custom-branded Fortnite world, but it plans to officially launch “The Glitch” at TwitchCon this weekend. At the moment, 70 percent of Twitch’s 35 million average daily visitors are between the ages of 18 and 34, making them an enticing target for both endemic and non-endemic brands looking to reach the gaming community.

“As the brand partnership studio, our job is to make sure that we come up with big opportunities for brands to authentically align with the Gen Z and millennial audiences,” said Andrea Garabedian, the global director of Amazon Ads’ brand partnerships studio.

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