Not many games can claim to have been as commercially and culturally relevant as Fortnite. Epic Games, the studio behind it, has been valued at more than $15 billion. Fortnite is now 200 million players strong, and Ninja (one of its pro-players) is the first gamer to appear on the cover of ESPN magazine. Fortnite’s relevancy is in part because it mirrors and enhances culture in terms of: how content is created, how media products are consumed in the era of cross device multi-tasking, and how a product’s value is defined in the experience economy (where experiences are as valuable as physical products).
To better understand this cultural phenomenon we undertook a series of research with the ISFE (Interactive Software Federation of Europe) to understand the mass appeal of Fortnite and what opportunities this might offer brands and content developers. We don’t know how long the Fortnite phenomenon will last, but what we do know is that it represents new ways of influencing the media industry and culture at large.