YouTube Gaming is finally set to roll out today.

Announced in July, the streaming service will rival Amazon-owned Twitch, boasting more than 25,000 games and channels from various publishers and YouTube creators. It will also support streaming at 60fps, a DVR feature, and automatic conversion of streams into YouTube videos.

A Google spokeswoman confirmed that the service will arrive "later today." Until the site officially launches, visitors to gaming.youtube.com will be greeted with a pixelated heart, and the option to sign up for an email notification once YouTube Gaming goes live.

The service will run in the U.S. and U.K. on iOS and Android mobile apps, and can be accessed online in any country where YouTube is available.

"Together, we all make gaming better," Frank Petterson, YouTube engineering manager, wrote in blog post. "Our peers make us better gamers, and games are made better by the communities that surround them."

As described by Engadget, which got a peek at the new page, the "sleek" layout features subscribed channels lined up on the right, opposite game pages, trending, and featured titles on the left. Live channels are situated at the top, denoted by a red dot.

"We wanted to create a one-stop shop for all gaming content," Ryan Wyatt, YouTube's head of gaming, told the BBC. "At the moment there is a fragmented experience. People go to different places for live content, and YouTube for video on demand. We have amazing gamers that don't live stream yet. Now they have that opportunity."

Twitch's Senior Vice President of Marketing, Matthew DiPietro, said that the streaming company is not afraid of its big-name competition.

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"The opportunity in gaming video is enormous, and others have clearly taken notice," he said in a statement emailed to PCMag. "We're proud of what we've accomplished in the last four years, but our eyes are on the future."

Though Google was reportedly in talks to acquire Twitch, e-retail giant Amazon swooped in last August to acquire the video game streaming service for $970 million.

Launched in June 2011, Twitch quickly rose to the top of the gaming world, becoming the most popular Web service for watching and broadcasting video gameplay streamed from Xbox and PlayStation consoles.

Editor's Note: This story was updated at 10:25 a.m. ET with comment from Google/YouTube, and again at 11:05 a.m. with comment from Twitch.

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