F for Fortnite
Felicitations Fortnite fans!
Gaming mode on!!!
A dimly lit room filled with the soft glow of monitors. Gamers huddle in anticipation. Only one will survive! The virtual battlefield is as brutal as ever. The excitement of every player is palpable in the air. But it’s just a video game, isn’t it? Well… If it’s Fortnite then the answer is ‘no’!??
Fortnite is where the Battle Royale begins and the fun never ends! Fornite’s marketing strategy is all about nailing conversion, referrals, and retention to build a solid foundation for future growth.
Fortnite… What’s that?
In one line Fornite is a less graphic dystopian world of Hunger Games without the Jennifer Lawrence. The central idea is that all players fight to the death until only one champion survives. If you think about it, Fortnite’s premise is unchanging. 100 players are dropped into an arena to battle until only one player or team remains. As time passes, the map shrinks, forcing players into battles. But because you’re dropped in with 99 other random players, the game feels different every time you play.
When the market knocks down respawn by Analyzing?
In 2017, Epic Games realized they were missing the 'freebie' train after the not-so-fortunate $40 Fortnite version flopped. The game wasn't as successful as planned, so Epic Games decided to study why competitors were doing better. They asked themselves why is their interactive content less attractive to end-users.?
The Victory Royale called Freemium
Fortnite's marketing secret? They gave gamers free content. No more 'Mom, can I buy it?' barriers. But they didn't stop there. They introduced clever in-game purchases like cool weapons, fancy skins, and V-Bucks that let players upgrade their avatars without breaking the bank. Give them what they want and keep them coming back for more!
Leveling up the game with a downside Funnel
Epic Games, without the budget of Call of Duty, chose a bottom-up approach when launching Fortnite. They focused on mastering conversion, referrals, and retention, building a strong foundation for future growth. The theory was if they could nail conversion, referral, and retention i.e. the cheaper parts of the funnel, they could close up the leaks and lay some solid foundations for growth down the line.
Epic Games gives Fortnite a meme-tastic makeover!
An internal company video was used as the YouTube clip that Epic Games released to celebrate cracking the 20-million-player mark. From that point forward, the tonality in their videos and new features took on a more light-hearted and humorous bent. For instance, a feature where players could hide in and run around with a bush, Epic Games released a gag clip with some dramatic music. Then came the “Boogie Bomb,” a grenade shaped like a disco ball, which put its victims under a dancing spell.
Point Fortnite
Fortnite's influence was spreading faster than a loot drop in the game! Teachers were feeling the heat as students struggled to concentrate, thanks to their Fortnite addiction. A study revealed that approximately 35% of students skipped school at some point just to dive into the world of Fortnite. It's become such a phenomenon that some schools were taking drastic measures, like blocking access to Fortnite servers through the school's Wi-Fi. It was like a battle royale for attention in the classroom, and Fortnite seems to be coming out on top! (PS - Not supporting any study negligence)
Bust those Moves?
Fortnite's playbook teaches us to bring in the big guns, influencers, and famous fans to level up the brand's awareness. It's not just about scoring goals on the soccer field, famous football players like Zlatan Ibrahimovi?, Mesut Ozil, Dele Alli, and Sergi Roberto have proudly shared their Fortnite victories.
领英推荐
But the real ace of Fortnite promotion was French player Antoine Griezmann, who celebrated each win with the signature Fortnite dance. For those not in the know, the Fortnite dance is like a victory dance you get to choose when you conquer all 99 opponents. Picture Griezmann triumphantly 'Taking The L' and taunting his competitors.
To social media and beyond!?
To create a buzz that's as epic as the game itself, whip up some killer content marketing. Imagine your favorite celebrities, viral dances, and social media buzz as ingredients for your digital strategy. Turn your famous followers into your social media cheerleaders, spark excitement with fun challenges and thrilling tournaments, and build a content hub on the web that's as addictive as the game.
While the world suffered at the hands of the pandemic situation, Fortnite introduced Party Royale, which tried its best to recreate the feeling of enjoying concerts and events with friends. They threw virtual concerts with Travis Scott and Drake that drew in millions of fans. They made the famous YouTuber Ninja their gaming guru, sharing tips and tricks for Fortnite domination.
But they didn't stop there… They turbocharged Typical Gamer's YouTube channel into a one-stop shop for Fortnite news and tips. And the icing on the cake? They hosted a gaming world cup that made a 15-year-old from Pennsylvania a millionaire! He won 3 billion dollars to be specific! Who wouldn't talk about that? It's all about turning your content into a legend!
Word of mouth powers your brand like a turbo boost!
Get everyone buzzing about your product, and you'll have a content goldmine. Fortnite players couldn't stop talking about their gaming adventures, pulling friends and colleagues into the digital fray. Grown-up folks at work were swapping Fortnite stories faster than loot drops! Gamers reveled in the camaraderie, no longer braving the digital realm alone. Before you knew it, Fortnite had an army of fans, including celebrities and top influencers. They weren't just playing a game. They were part of a gaming community!
Remarketing is the New Marketing?
Even with their epic success, Epic Games didn't sit back and relax. They leveled up their game. They noticed some players were unplugging due to game fatigue, and the same old battle map became a snooze fest. The question was, how to reawaken these dormant players? A genius remarketing strategy featuring special events was a perfect solution.
Enter the Fortnite x Batman event, where players could become superheroes from the iconic Batman films. Gotham City, once a ghost town, was revitalized with formerly inactive players. Bringing the Bat Signal to Fortnite, pure genius! If you were a true gamer, why miss out on joining Batman's squad?
Marketectives Attention! - It’s basic elementary!?
Listen up folks! Here are the key findings from Fortnite’s brand study…?
Marketing Tip of the Day
Craft a captivating brand narrative highlighting the value of free offerings while strategically pricing the right premium features to keep your audience engaged and invested.
For the ‘Mark-eek’ in you?
Analyzing the impact of player-generated content on Fortnite's marketing and community-building efforts could provide valuable insights.
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See you next Fri-yay!?