Epic Games Fuels Fortnite Creative Growth with targeted Marketing Blitz
This summer,Epic Games launched a stealth marketing campaign spotlighting select Fortnite Creative experiences,resulting in a dramatic surge in player traffic. However,the initiative has sparked debate among creators about Epic’s selection process and the lack of openness surrounding the programme.
Since at least June 2024, Epic has chosen specific Fortnite Creative games developed by third-party studios. These include “Lumberjack Heroes” (link), “Havoc Hotel” (link), and “Mercenaries” (link). The campaign utilized trailers on the official PlayStation YouTube channel (link), paid promotions by TikTok creators (link) and Twitch streamers, and widespread promotion across Fortnite’s official social media platforms.
“Fortnite creators have the ability to submit their islands for consideration across a variety of promotional opportunities, including the Epic’s Picks Discover row and through our social media channels,” an Epic Games spokesperson stated.
Crucially, this marketing support isn’t an official partnership. Developers often learned about the campaign only after seeing the results on their own social media. For “Mercenaries,” the sudden influx of players was initially baffling to Alliance Studios.
“It was super exciting. We found out certain streamers were paid to play mercenaries and promote it on their platforms, and it grew a crap ton from all that promotion,” said Alliance CEO Mackenzie Jackson. “So it definitely was super helpful.”
While Fortnite Creative has exploded in popularity over the past year, it’s also seen a rise in imitative games. “Lumberjack Heroes,” “mercenaries,” and “Havoc Hotel,” however, stand out with their unique simulation and survival gameplay.
Epic’s strategy appears to be a calculated move to broaden its appeal by showcasing experiences that differ from the platform’s norm. The spokesperson explained, “When making selections, we look for islands that are innovative, may resonate with players, or incorporate distinct game design. Our requirements are intentionally open-ended so that creators aren’t limited… We offer guides… as well as resources on how creators can promote their islands.”
While Epic provides resources for creators (link – replace with actual link if available), the lack of transparency regarding the selection process for this marketing campaign continues to fuel discussion within the Fortnite Creative community.
Fortnite’s Creative mode: A Gamble on Innovation or a Missed Prospect?
Fortnite’s Creative mode, a platform allowing users to build and share their own games, holds immense potential.However, its success hinges on Epic Games’ ability to balance the risk of supporting truly innovative experiences with the safer bet of promoting familiar game types. While Epic provides guidelines for submission to its Epic’s Picks revelation tool, a lack of transparency regarding marketing support for unique creations is causing concern among creators.
The current system favors established, less-risky game types, similar to the core Battle Royale mode. This approach, while ensuring a steady stream of users, may stifle the very creativity that could propel Fortnite Creative into a true metaverse, rivaling platforms like Roblox. This cautious approach is impacting the willingness of creators to take risks.
“We have to focus on what we certainly know is the less-risky bet — games that we know work on the platform — which is no good for them and no good for us, from a creativity standpoint,” said Margot Rodde, founder of the Fortnite Creative studio Creators Corp. “We’ll always covet the medium hit rather than the big hit, because the big hit will come from something wholly new, but the risk of doing that is so high that we can’t go for it. We would be able to do it if there was some transparency about what they’re willing to support, and a fair submission process.”
This lack of transparency extends beyond just the selection process. The marketing support offered by Epic, while intended to highlight unique experiences, is insufficient to incentivize the creation of truly groundbreaking content. The potential rewards for developing a wildly successful, innovative game are notable, but the risk of failure without adequate support is equally substantial.
the long-term vision for Fortnite Creative is ambitious. It aims to become more than just a game; it aspires to be a comprehensive gaming platform. This vision requires a shift in focus,from simply replicating existing game types to encouraging the development of entirely new and unique experiences.
“I don’t think of Fortnite as a game; I think of Fortnite as gaming. And if you think of it in that context, we’re going to end up in a world were you can create everything from a tycoon game to a first-person shooter to a sim game in Fortnite,” said Gareth Leeding, global chief strategy officer at the gaming marketing company Livewire. “And that, to me, is them going, ‘we can be much bigger than Battle Royale or an FPS.’”
The future of Fortnite Creative depends on Epic Games’ willingness to embrace risk and reward innovation. Increased transparency in the selection and marketing support processes is crucial to fostering a thriving ecosystem of creative game developers. Only then can Fortnite truly realise its potential as a leading metaverse platform.
(Note: Replace “https://www.example.com/video.mp4” with the actual URL of a relevant video if one was provided in the original content.)
Epic’s Selective Backing Boosts Fortnite Creative — But Raises Concerns Over Transparency
the Fortnite Creative scene is buzzing with both excitement and uncertainty. Over the summer, Epic Games quietly launched a marketing blitz spotlighting a select few user-created experiences, leading to a surge in player traffic for those games. While developers applaud the increased exposure, there’s growing discussion about Epic’s opaque selection process and a lack of clear support structures for creative endeavors within the platform.
A Handfuls of favourites
since June 2024,Epic has selectively promoted specific Creative games. Titles like “Lumberjack Heroes” by ItsJacky, “Havoc Hotel” by TerraCreators (https://www.fortnite.com/@teracreators/7996-5597-0868?lang=en-US), and “Mercenaries” by alliance Studios (https://www.fortnite.com/@alliance/0315-9684-1124?lang=en-US) have gained significant traction thanks to trailers on PlayStation’s youtube channel, paid promotions by TikTok and Twitch creatives, and heavy social media support from Epic.
according to epic, creators can submit their islands for consideration to various promotional opportunities, including the “Epic’s Picks Discover row” and the company’s social media platforms. Though, this program operates outside of formal partnerships with creators. In fact, some developers, like Allyance Studios CEO Mackenzie Jackson, only discovered their inclusion in the campaign after observing a sudden influx of players on their own.
“It was super exciting. We found out certain streamers were paid to play Mercenaries and promote it on their platforms, and it grew a crap ton from all that promotion,” said Jackson. “So it definitely was super helpful.”
Beyond Replication: Seeking True Innovation
While Fortnite Creative has experienced explosive growth over the past year, a lull in truly unique experiences has been evident. This targeted promotion seems to address that concern. Epic’s selection appears deliberately aimed at showcasing innovative gameplay outside of the typical Fortnite experience.
“[When] making selections, we look for islands that are innovative, may resonate with players, or incorporate distinct game design. Our requirements are intentionally open-ended so that creators aren’t limited… We offer guides… as well as resources on how creators can promote their islands,” said an Epic Games spokesperson.
Despite these assurances, there’s concern within the Fortnite Creative community about the lack of clarity surrounding the selection process.
Striking a Balance: Risk vs. Reward
The success of Fortnite Creative hinges on Epic Games’ ability to navigate the tension between supporting groundbreaking, unique experiences and promoting recognizable game types.
While initiatives like the summer marketing campaign are valuable for boosting interest in specific titles, a more clear and structured approach is crucial to foster a robust and diverse ecosystem for fortnite creators. Providing incentives and clear guidelines for innovative game advancement, combined with promised marketing support for stand-out titles, could unlock the full potential of this burgeoning platform.
