The next wave of Fortnite Creative and what it means for brands
Fortnite is opening up its platform, with big implications for brands and creators.
Last week at GDC2023, Epic Games announced Unreal Editor for Fortnite, “a new PC application for designing, developing and publishing games and experiences directly into Fortnite” that works alongside Fortnite’s existing Creative toolset.
This means Fortnite will transform into an advanced platform for custom-made games and experiences – where brands can launch Unreal Engine-made creations to a built-in audience of millions.
Brands can now build on Fortnite to create beautiful, custom games
Fortnite is a massively popular gaming platform, with over 236 million monthly players, 60% of which fall between the ages of 18-24.
Before now, it was difficult and wildly expensive for brands to tap into this audience. While a platform existed to develop custom games, its templates were limited and its design was rudimentary.
The lack of creative freedom has stifled the growth of brand partnerships with Fortnite. If you browse the brands that have collaborated with Fortnite, it’s a narrow set of industries that have gargantuan budgets (think blockbuster movies/shows, A-list musicians, and professional athletes/sports leagues).
If you consider how successful Roblox has been in brand collaborations, this announcement isn’t too surprising. For the past two years, Roblox has embraced the creator economy and worked with some of the most notable brands on the planet, including Chipotle, Kellogg, Gucci, and Nike. However, Roblox collaborations have a few downsides too, mainly in the form of design limitations.
Now, brands can use Unreal Engine’s editor to build beautiful, powerful experiences and more advanced games, without the huge price tag and design limitations from before.
World building is the new brand building and gaming is the new social media
With this announcement, Fortnite will no longer just be a battle royale game. It could easily become THE platform to reach an audience that brands are interested in reaching – Gen Z.
With Gen Z spending more than three hours a day playing video games, it’s estimated that by the end of 2022, there were 3 billion gamers worldwide. Gamification has seeped into all parts of the consumer web, from fashion to sports, to education, shopping, events, and music. These industries have all moved into the gaming world in a way that was unthinkable 20 years ago.
For millions of Gen Zers, games like Fortnite and Roblox are their social media platform of choice. These platforms are places where Gen Zers can express themselves and their creativity through their digital persona. In fact, 70% of GenZ get physical inspiration from dressing their avatar according to the Roblox 2022 Metaverse Fashion Trends report.
Put simply, it’s where young people are, and brands need to be there too. With platforms like Fortnite, brands have the opportunity to reach the gaming community in an experience-driven way through highly immersive virtual worlds. And, like any new technology offering, first movers will have the advantage. So the time to jump in is now.
As gaming culture drives a whole generation forward, meet your audiences in their preferred channels
The ability to socialise and build together with like-minded communities is the biggest value driver for gamers today, and immersive gameplay will be a way for brands to build stronger connections with their audiences, boost brand awareness, and stand out while making truly creative and engaging content.
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