The brands of all kinds go to the conquest of Fortnite to attract the youngest audiences.

In recent months, the arrival of collaborations to Fornite has increased together with various brands, which has positioned video games as a high -range marketing point especially for new generations.

Specifically, the Epic Games video game, launched to the market in 2017, has managedIt explained by Joost Van Dreunen, general director of Superdata Research, a Nielsen company.

In 2020, Epic Games reported that its players spent more than three thousand 300 million hours playing Fornite in a single month, while on Twitch the video game visualizations reach an average of 100 thousand a day.

The most recent collaboration was announced several weeks ago with the Naruto series, which integrated various payment skins and expanded the universe of characters within Fornite.

Similarly, at the end of October the Crossover of the Dune movie was announced, which presented two skins of the main characters and served as a new marketing departure for the film;a path to which several industries have begun to explore.

Since 2018, the amount of collaborations has been increasing, reaching more than 90 collaborations, among which large Marvel and DC franchises stand out, as well as renowned artists such as Ariana Grande and Travis Scott.

Although the collaborations of different brands with video games is not something new, the reality is that Fornite managed to transform the way they were made, with new modes of games and iconic characters such as Halo's teacher or recently the Chapulín Colorado.

According to the Puromarketing specialized environment, Fornite not only sold traditional advertising, “also brand experiences.Although what they were receiving were brand experiences, consumers did not feel they were receiving the brand's advertising impact.It was not spam of companies, but rather memorable experiences and that consumers liked to live ”.

According to Maria Fornieles, marketing specialist and author of the book "Marketing for fools", video games offer a completely different experience for each user, so brands seek to create unique experiences for each user and video games, especially Fornite,They have managed to be part of it.

"Video games has a component that has no other means and that is that the video game is different for each user, it is always different and unique for players; that component for me is what has made it work so much Fortnite," said Fornieles.

Within the video game sector, Fornite has managed to unite various pop culture universes and that players can play with their favorite characters.He has also created a community that actively participates in the development of the game, with comments, requests and suggestions, which generates that the players be heard and reach a point where the community is the one that decides that including or not.

"Video games have shown that they are listening to the user and this is important because they have the community that participates to the point where the community is the one that creates the experience of the video game," said Fornieles.

Luxury brands come together to Fortnite

Another sector that has actively participated in recent years within video games are luxury and fashion brands.

In September of this year a collaboration was announced with the Balenciaga clothing brand, which gave a small start to buy clothes for a digital universe and the inclusion of luxury clothing brands in a video game.

The example of Balenciaga is the most recent, however, it is not the only case.Companies such as Gucci or Louis Vuitton have also seen video games as a way of impacting new generations.

Currently, brands are embarking on a new way to reach more users and be parts of a broader experience for the user.

"What brands want is every time to reach younger people [...] companies have to recycle and have to adapt to what new generations consume, "Fornieles explained.

A profitable business?

In 2020, Superdata Research estimated that Fornite has generated at least 3,900 million dollars in revenue, for the purchase of the payment skins of collaborations and the various official tournaments that have been made.

Although Epic Games has not specified which collaboration has achieved greater economic impact, in 2020 a document was leaked in the environment of the conflict between Epic Games vs Apple, which revealed fornite's collaborations with greater income.

Within the collaborations, Marvel, Star Wars and the NFL lead the top 3 of those who obtained higher income, then the artists Travis Scott and Marshmello are found.It is worth mentioning that this report was made in mid -2020, so various recent collaborations such as content creators, Ariana Grande and Naruto are not contemplated.

On the other hand, eSports have managed to increase the audience and opportunities in terms of marketing in recent years.Although eSports do not only move money thanks to direct sources, such as entries or streaming rights, they also get a large percentage thanks to sponsorships, advertising and collaborations with brands.

Fortnite is an emerging element in the world of eSports.In 2019, the Fortnite World Cup final was held in New York, a live event that managed to gather more than 3 million dollars as a prize.

For more than 10 weeks of online competition, 40 million players tried to qualify for the video game tournament;However, only 100 finalists achieved the opportunity to attend the Arthur Ashe stadium, to participate in one of the largest eSports events in the sector.

Currently, and with the Pandemia for COVID-19, Fornite had to suspend the world tournament in 2020 and 2021 in person, however, last week Epic Games and Fortnite announced that they are accepting proposals to make tournaments in person, a situation that a situation that a situation that a situation that a situation that a situation thatleaves open the possibility of having a second edition of the Fortnite World Cup.

As Fortnite's repertoire continues to expand, players and companies may be part of an industry beyond entertainment;However, the question that would remain is: What will Fornite do later?