Fortnite. The Non-Gamer’s Game
Fortnite has become a phenomenon, breaking records, building a community, and taking over the internet with its fandom culture. Over 3 million players have been on the game at a time, and it has an estimated 60 million downloads. But they’re not just playing, they’re consuming content from all angles. There are 200,000 viewers watching streams about it on Twitch at any given time and it recently broke a platform record when Drake, Travis Scott, NFL player JuJu Smith-Schuster, and player Ninja played together to draw in 630,000 concurrent streams. Numbers alone should convince companies that Fortnite presents a massive marketing opportunity they don’t want to miss. There are plenty of opportunities to get creative with experiential activations, playful social campaigns, and more. Collaborations include Monopoly: Fortnite Edition, NERF Fortnite Blasters, and other themed products from retailers. Influencers from Fortnite have a huge fan base of young consumers. Ninja, AKA Tyler Blevins, is a Fortnite star with over 10 million YouTube subscribers and brings in over half a million dollars each month via his live streaming sessions. His influencer status rivals celebrities across industries and he ranked above every athlete worldwide in terms of social interactions. Christiano Ronaldo came in second.
One reason for the game’s massive reach is its availability. Not only can it be downloaded for free on major consoles and fans are streaming it on any device that has Twitch or YouTube. The game and its massive viewing numbers demonstrate the new ways this generation is consuming their content—and where brands need to be.