THE FOUNDER

Founder Luke Taylor shares his vision for the next generation of interactive streaming. Few people understand the pulse of streaming culture like Luke Taylor. A former Top 120 Twitch creator with a community of over 600,000 and founder of Streamers Connected, once the world’s largest Twitch stream team, Luke has built his career empowering creators through tools and communities. 

Now, he’s channeling that experience into Jitter, an interactive platform that transforms streaming from passive viewing into live, playable experiences, unlocking new monetisation opportunities and creative control for streamers.

THE INTERVIEW

What made you believe the future of streaming isn't passive viewing but live, interactive play?

Content engagement is evolving. Audiences no longer want to just watch, they want to participate, influence and shape what happens next. This evolution has played out throughout media history. Radio was once a one-way broadcast, television added visuals but kept audiences passive. Then live reality shows introduced real-time voting – each step increased audience agency.

Twitch moved things forward again by allowing viewers to interact through chat, donations and emotes, but the core format stayed the same: creators broadcast, audiences watch. Interaction became part of the culture, but never truly affected the content.

Jitter breaks this ceiling by letting viewers step into the game itself, influencing outcomes live. This creates deeper emotional investment, longer sessions and new monetisation opportunities.

Let’s talk about innovation. What’s been Jitter’s biggest product breakthrough so far?

It’s not a single feature, it's the format. Simply put, it’s a self-marketing game layer for creators. Every time a creator goes live, they’re bringing players with them. Every viewer is a potential participant. Every game loop is a new stream moment.

We’ve built on MSquared’s Morpheus tech, which lets us scale to tens of thousands of concurrent players. And we’ve designed our core game loop so it’s easy to update and replay. That repeatability is critical because it means we’re not chasing virality, we’re building consistency.

How has feedback from creators influenced the way you’ve built Jitter?

Streamers face challenges doing what they love – poor monetisation, limited scale and low quality tools.

We surveyed hundreds of creators before building Jitter. The clear need was for deeper engagement, better tools and repeatable formats that don’t burn them out. Our solution is live, adaptable playgrounds streamers can customise and revisit, powered by continuous user-generated content (UGC). This delivers fresh experiences for audiences, new income streams for creators and reduces the pressure to constantly reinvent. Our focus is long-term creator control and sustainable monetisation.

One of the things creators said they wanted was to make their own content. We’re building tools like the Jitter Development Kit, a drag-and-drop editor that lets anyone design, customise and monetise interactive game moments. By lowering the barrier to creation, we’re empowering more people to participate, not just as viewers or streamers, but as builders. This adds a new creator layer to the streaming ecosystem which means streamers bring communities, communities attract creators and everyone shares in the value they generate together.

Tell us about the Jitter business model. How do you monetise, and how will that evolve?

Jitter’s model adapts proven gaming revenue streams for interactive streaming including first-party digital items, subscriptions and in-game purchases. What sets Jitter apart is real-time viewer participation. In a live test with streamer DougDoug, thousands of fans stormed a live game world to try and capture him, while viewers used Twitch to trigger game-altering commands. The game saw 60% of the audiences actively engaged - 25% joining live, 35% via the extension - figures rare in traditional streaming. This drives deeper engagement and opens new brand integration opportunities within gameplay.

Youtube and Twitch dominate streaming. Why haven’t they cracked true interactivity?

YouTube and Twitch have done a remarkable job enabling interaction within the boundaries of a broadcast model, but they were never designed for direct gameplay participation. 

Jitter runs alongside, not inside, Twitch. Our integration enhances the streaming experience by unlocking real-time interactivity, deeper engagement and new creative formats. Because we’re not bound by the constraints of one core platform, we can build the features streamers actually want, extending the experience far beyond what’s possible within a traditional one-way broadcast.

Do you see Jitter expanding beyond Twitch? Could it work on YouTube, TikTok, or independently?

Absolutely. Twitch is our launchpad, not our limit.

We’re already building standalone versions for Steam, mobile and eventually platforms like YouTube and TikTok. We want players to enjoy Jitter as both a standalone experience and a stream-enhanced one. Wherever creators and communities live, Jitter can work.

How has being a part of the Improbable venture builder ecosystem helped you scale?

It’s been a huge advantage. We benefit from years of shared technology and expertise across diverse sectors. Beyond product, being within the Improbable ecosystem means they handle the heavy lifting around legal, finance, HR. That frees us to focus solely on being creative. Many companies struggle with these areas as they scale, but Improbable takes that weight off our shoulders. That’s allowing us to move faster and stay focused on building.

Why build Jitter in the UK when creator, streaming and social platforms are so deeply rooted, and well-funded, in the US? What gives you an edge here, and why now?

I’ve always felt the UK scene was more experimental. As a creator, I saw small UK studios building scrappy, innovative tools. So many pioneering ideas in gaming came from people working out of indie studios and home offices.

At Jitter, that spirit runs deep. We’ve got a passionate team from indie backgrounds. We’re not trying to be the next massive glossy game studio. We’re trying to build something that’s genuinely new. And creators, wherever they are in the world, respond to that authenticity.

What’s next for Jitter?

We’re preparing for our first major public debut at Steam Next Fest in October. Until now, we’ve operated in closed alpha with a select group of creators, so this marks a significant step toward our full-scale launch.

Looking ahead, we’re expanding rapidly, building out UGC tools, growing our development team, launching a mobile app, and raising funding to fuel this growth. We’ve validated the product with streamers, and now we’re ready to bring it to a broader audience.

Our vision remains clear. We want to break the content treadmill by handing creative control to the community. When creators can design their own experiences, the possibilities become limitless.

Building something ambitious?

We work with founders solving complex problems in AI transformation, the metaverse and Web3 – the kind that don’t get built alone.

That’s a wrap for this month.

We’ll be back next month with more progress and another venture in the spotlight. P.S. Have feedback, suggestions or topics you'd like us to dive into? Contact us.