Twitch

GLITCHIES: GIVING FANS SOMETHING TO CARE ABOUT

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The most engaged audience on the internet is also the hardest one to advertise to.

Twitch is one of the most organic digital channels in the world. It’s entirely driven by people instead of algorithms. Viewers show up intentionally to spend time with the streamers they love and have chosen to spend time with. And the content is shaped as much by the audience as it is by the streamer. The chat sets the pace, feeds the conversation and serves as the main space for exchange, dialogue and interaction both with the streamer and with other participants.

All of this makes Twitch magnetic for brands, but it also means audiences have high standards for how brands show up. This community rewards relevance and authenticity, which is why Twitch Brand Partnership Studio works with creators and developers to build brand experiences that feel native to the stream, adding to the experience rather than sitting outside it. Glitchies is one of those experiences. So the question is, how does a brand join the conversation and genuinely contribute?

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Glitchies: the digital companion for the most loyal viewers on the internet.

Every era of online fandom has created new ways for people to express what they care about. Glitchies was designed to bring that behaviour to Twitch: digital companions hatched inside livestreams, raised in real time by the viewers watching and shaped by the creators, communities and worlds they follow.

Glitchies is built on the insight that viewers form stronger connections when they have something they can shape, care for and make their own. A small digital companion gives them a reason to come back, to participate and to express their personality and their fandom over time. And a generation raised on virtual pets and blind box collectibles is already very familiar with this loop.

Virtual pets are nothing new, even on Twitch. Stream pets have existed since Twitch launched extensions in 2017, but they have always lived on a single channel as one streamer’s tool. Glitchies creates a shared layer across the whole platform, connecting viewers, creators and communities through care, customization and collection. It follows viewers wherever they go, from the stream extension to a 24/7 hub channel to mobile.

How it works.

Viewers hatch an egg without ever leaving the stream, choose between a cat, a dog, a rabbit or a reptile, customize its colours and meet their glitchy: a pet they feed, dress and care for directly inside Twitch. The happier the pet, the luckier its owner gets at the claw machine, where tokens earned by watching streams, completing quests and answering live trivia turn into collectible gear ranging from everyday care items to legendary wearables.

Every glitchy also appears live on a 24/7 hub channel, wandering a shared world beside companions from other Twitch communities. This creates another point of connection between viewers and gives creators a new way to bring their audiences together. Most interestingly, it gives lurkers a way to participate and deepen their engagement without spending any social battery.

A living experience shaped alongside creators.

Glitchies is not a static extension that runs on its own. During partner streams, the Haus of Park team operates the world live from behind the scenes. They trigger trivia on demand, release exclusive items mid-stream and control a Glitchies mascot that dances, reacts and even talks back to the chat. Streamers receive custom glitchies made in their likeness, and their communities hatch pets together on air and then spot themselves wandering the hub.

How brands join the conversation.

Brand activations are facilitated through Twitch’s Brand Partnership Studio, which matches advertisers with streamers suited to their target audience and secures premium placements including Twitch homepage features.

Within the stream, brands enter the world through limited-time branded collectibles with real in-game perks. These items can only be earned during the brand’s sponsored stream, giving the community something new to collect and use so that brand participation becomes a genuine part of the experience. And each activation can introduce viewers to new creators and communities while expanding the collection available across Glitchies.

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The average visit lasted 51 minutes.

In June 2026, Glitchies went through its first live test: five partner streams with premium Twitch homepage placement. During the test window itself, 544 glitchies were hatched, and their owners logged nearly 10,000 pet interactions and completed over 5,000 quests.

The most telling result came after the promoted streams ended. New players kept registering for seven straight weeks, with no additional media support. By late July the world had grown to more than 800 glitchies, with over 30,000 pet interactions logged, more than 23,000 care items used and over 11,000 quests completed. Across the entire period, the average session lasted 51 minutes and the average player returned nearly 17 times. Communities shared screenshots of their glitchies on their Discord servers, and one partner streamer simply kept the extension running on her channel. She summed up the effect live on air: “I have separation issues with my glitchy now.”

Why it matters.

Glitchies is an always-on layer of play, care and self-expression built into one of the most engaged communities on the internet. It gives viewers something personal to shape, creators a new way to connect their communities, and brands a way to become part of the experience authentically.

The early numbers point to the same conclusion as the strategy. People want something to care for and nurture, and when they’re given the opportunity, it activates them on a very human level and drives deep, meaningful engagement that keeps them coming back. This behaviour is inherently human, and it translates powerfully into digital environments. For brands looking to build a genuine, lasting relationship with this audience, that sustained emotional engagement is exactly the foundation they need.

Glitchies is live and continuing to grow through creators, communities and select brand partnerships facilitated through Twitch Brand Partnership Studio. Get in touch to find out how your brand can contribute to the experience.