In 2024, brands and creators are increasingly engaging with Fortnite Creative, a platform that allows users to design and publish virtual worlds. This surge mirrors the early growth of platforms like YouTube. Epic Games revamped Fortnite Creative by launching the Unreal Editor for Fortnite (UEFN) and introducing a new in-game economy that gives creators a 40% revenue share. Over the past year, this has led to significant interest from digital creators and brands.
Key Developments
- Revenue and Engagement: In the first year, Epic Games paid out over $320 million to creators. Playtime is evenly split between Fortnite Creative and the older Battle Royale mode, with a concurrent player count consistently above one million, peaking at over 11 million.
- Brand Collaborations: Despite Epic Games CEO Tim Sweeney's distaste for advertising, brands are partnering directly with creators to develop customized experiences. For example, GoPro launched a dodgeball game in collaboration with Dude Perfect.
- Creator Economy: Influencers like Andre "Typical Gamer" Rebelo are investing millions into their own studios, creating monetizable in-game experiences. Rebelo's network has earned him over $5 million in shared revenue.
Market Dynamics
- Rapid Evolution: Unlike YouTube's gradual development, Fortnite Creative's ecosystem is evolving quickly and intentionally. Agencies and studios are facilitating brand-creator partnerships, making the platform a lucrative space for both parties.
- Gaming as Social Media: The distinction between gaming and social media is blurring. Fortnite is transforming from a game into a social platform where consumers spend significant time, attracting brands looking to capture this attention.
Insights
- Attention Economy: Social media and gaming both seek user attention, but through different means—social media via dopamine-driven content and gaming through immersive experiences. This difference is crucial for brands aiming to engage with these audiences effectively.
Fortnite Creative is becoming a significant platform for both creators and brands, reflecting broader trends in gaming and social media convergence.
