One of the most popular video games in the world, Fortnite is likely not the first a marketer has worked on creating a digital marketing strategy. However, the incredible success of this game makes it a good channel to promote yourself, thanks to its freemium approach, content marketing or passive user remarketing. In this article you will explain The best marketing strategies you can learn from Fortnite. Keep reading!
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Evolution of the Fortnite marketing strategy
First of all, for those who don’t know the game, Fortnite is a multi-experience world. Released in 2017 by Epic Games, it is an online third-person shooter game. It has two game modes: Save the World and Battle Royale.
Fortnite: Battle Royale was launched in 2017 as its product will be different from the previous version (Fortnite), which had a $40 entry fee to download, and was not as popular as other free multiplayer games.
In this version of Fortnite, four players teamed up to win in an apocalyptic world. Since that game was not as successful as expected, Epic Games decided to investigate why the competition was doing better. They analyzed why their interactive content was less engaging for users.
The production company realized that the most successful game, PlayerUnknown’s Battlegrounds, was much more popular because it was free. On the other hand, an intriguing scenario followed where all one hundred players battled it out in the survival game until only one remained. So Epic Games simply copied the concept and started one of the most successful game stories today.
The marketing strategies we can learn from Fortnite
From there, Fortnite: Battle Royale became a highly addictive game and a role model for creating a brand marketing strategy. Do you want to know what techniques apply? Toma scored!
1# Free content
The first lesson to be learned from Fortnite’s marketing strategy is that nothing builds a good user base like free content. For this reason, the remodeled Fortnite offered to its fans or that they were really looking for: a good user-friendly experience combined with free access to the game and its features.
Being free, it can reach anyone. This allows them to build brand loyalty and fans. When there is a free video game, for example, children do not have to ask their parents to understand it, which in most cases is a glass ceiling.
In this sense, it is necessary to know how to respond to the needs of buyers. In fact, when the youngest users realized that it was free, they ran to play.
Soon, the company realized that the gratuitous it had to complement itself. Therefore, they offered fans the ability to purchase upgrades and other gameplay options, such as bonus and more powerful weapons, exchanging coins, etc. It even introduced V-Bucks, in-game currency that could be exchanged for any currency on the market.
2 # Word of mouth
The power of referrals and word of mouth is undeniable and every marketer has to think about leveraging it when launching a marketing strategy. The key is to try to create buzz around the brand’s product among followers.
The objective? Get everyone talking about it. This will create a powerhouse for our content marketing.
In the case of Fortnite, players who enjoyed playing decide to recommend it to their friends and acquaintances. Even the adults talked about Fortnite with their colleagues at work and thus dragged others into their alluring attraction.
Players will be able to enjoy the support of their peers and don’t have to play alone online bragging about their achievements to anonymous players on the web. Over time, Fortnite built a solid user base in whose ranks they could find many popular celebrities and influencers.
3# Influencer Marketing
In line with the previous point, another action of the Fortnite marketing strategy is the inclusion of influencer marketing or influencer marketing. Having influencers and famous fans of the brand in the marketing plan helps enormously in generating better product awareness.
For example, in addition to celebrating victories on the soccer field, many famous soccer players have also bragged about their Fortnite victories on social media, such as Zlatan Ibrahimović, Mesut Ozil or Sergi Roberto.
4# Good content marketing
Fourth, when you have influencers, celebrities, viral dances and likes on social media, automatically too Here is a good flow of content for content marketing strategy.
The key is to be creative and look for inspiration. For example, Fortnite uses celebrity followers as its brand ambassadors on social media. Organize challenges and tournaments with them. In this sense, he investigated the possibility of creating a content center on the web in such a way that it would intrigue the public and attract more fans.
In the case of Fortnite, Epic Games has organized a multitude of virtual concert matches in which Travis Scott and Drake have attracted millions of fans. YouTuber Ninja was also used as a brand ambassador. Everyone who was interested in gaming who wanted to learn Ninja tips and tricks to be unbeatable in Fortnite.
Also, the producer joined the YouTube channel Tipicos Gamerplays, which became a popular content hub with news and tips from the world of Fortnite. But also, to make headlines in the newspapers and other media, they organized their world cup of games in which they awarded a 15-year-old player from Pennsylvania the largest prize in the history of eSports in the amount of 3 million dollars.
5# Remarketing Strategies
Despite all these good Fortnite marketing practices, they didn’t stand still, deciding to go for more practices. Specifically, they looked to improve the user experience and see how to make their content marketing even more impactful.
Please note that many players got disconnected from the game after a while. LThe repetitiveness of the game and the same battle map eventually exhausted the excitement of the fans, bored them and they decided to leave. So they planted the following: how to reactivate those passive players? Answers: with a good remarketing strategy that includes special events.
For example, a remarketing solution for the Fortnite x Batman event, during which players can get the skins of superheroes from the popular Batman film franchise. Additionally, players were able to battle it out with their gaming skills in the dark world of Gotham City, which populated previously inactive players who were able to renew their enthusiasm for Fortnite and enjoy themselves in a brand new and revamped setting.
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