Fortnite has long been a pioneer in the gaming industry, constantly pushing boundaries and introducing innovative concepts. With the launch of The Glitch, the popular battle royale game is once again breaking new ground by seamlessly integrating brands into the gameplay experience.
A unique and immersive way to interact with brands
Developed in collaboration with Twitch and Amazon Ads, The Glitch is a series of in-game challenges that offer players a unique and immersive way to interact with brands.
“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,” explains Bill Young, head of games at Amazon Ads. “Gamers play games … not advertisements. Ultimately, the success of a branded game hinges on its playability and visibility in a sea of choices. Step one: make a great game. Step two: cut through the noise.”
The “branded blueprint”
What sets The Glitch apart is its ability to seamlessly blend branded elements into the gameplay without sacrificing the core gaming experience. The “branded blueprint” allows brands to create custom in-game experiences, such as Domino’s pizza parties or Peloton fitness challenges, that provide value to players while promoting the brand.
“Collaborating with The Glitch allows us to create fun and surprising moments within the Fortnite experience that drive curiosity for Peloton in an organic and interesting way,” says Joanna Lee, Senior Vice President of Global Consumer and Brand Marketing at Peloton. “By meeting gamers where they are and introducing our brand in this way, we hope to welcome a new community of Members who may not have previously considered us.”
Alternatives to declining traditional ad channels
Gaming platforms are increasingly targeting advertisers seeking alternatives to declining traditional ad channels. Roblox, for example, has launched in-game video ads and partnered with Shopify to enable direct product purchases, offering a new way for brands to reach and engage with consumers.
By creating a fun and engaging experience that seamlessly integrates brands into the gameplay, The Glitch has set a new standard for how brands can connect with gamers. As The Glitch continues to evolve, it will be exciting to see how it shapes the future of branded gaming and the gaming industry as a whole.
