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Twitch unveils brand-customized Fortnite game world The Glitch ahead of TwitchCon
Twitch has teamed up with Bungie founder Alex Seropian's Look North World to create The Glitch, a brand-customizable game world in Fortnite.
Streamers, from an advertising perspective, are enthusiastic and very effective storytellers who are able to create vibrant, highly engaged communities around shared interests and because of the live and interactive nature of Twitch, compared to other places where content is pre-edited and, pre-recorded, Garabedian said. To bring this vision to life, Seropian’s years of expertise with Halo worked to weave relevant, functional, and yet non-intrusive elements throughout the game’s worlds for brands to authentically play a part in the fun. It’ll be highlighted by top Twitch streamers next to promotions encouraging viewers to play, stream, and continue watching– creating a self-fulfilling feedback loop to drive an audience for the game and thus excitement for the brands within it.
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