Fortnite — A Marketing Case Study

Image is taken from Microsoft store

The Four P’s

Product

Image taken from Gamespot
Image take from Rock, Paper, Shotgun

Not the original idea

Source: Reddit

An inspiration emerges

PUBG gameplay image — Source: Pinterest

When all else fails — Pivot!

Taken from Pinterest

Keep them playing

Image taken from Fortnite INTEL

Progress has a cost

Lessons to be learned

Questions to ask about your own marketing:

  1. Are we holding onto campaigns, brands, products or services that aren’t working that we shouldn’t? Are we letting emotion overrule logic?
  2. Are we waiting too long for a perfect product before launching? Conversely, are we guilty of launching products that don’t solve a customer need well from launch just for the sake of launching?
  3. Are we keeping our customers active within our service? Are we continually challenging and improving or resting on our laurels?

Price

Image taken from Gamesradar
  1. They’re pay to win. If your micro-transactions allow players to get access to items that improve their chances of winning, gamers see that as unfair and taking the skill out of the game.
  2. When you’ve already paid full price. If you’ve already paid upwards of £45 to buy a game, players don’t take kindly to spending additional money on items. They expect it in-game.

The arrival of the Battle Pass

Lessons to be learned

Image take from Fortnite store
Image taken from Fortnite store

Questions to ask about your own marketing:

  1. Are we making using our product and service as frictionless as possible? Can we simplify anything further?
  2. Are we providing a positive value exchange for our customers? Are we asking too much from our customers relative to what we are giving them? Could we ask more?
  3. Do you have the right pricing model? What other pricing models could we try to solidify revenues or open up new markets?
  4. Are we using Behavioural Science principles in our pricing and customer experience generally? What principles can we deploy effectively?

Place (Distribution)

Image taken from game.co.uk

The crossplay revolution

Lessons to be learned

Questions to ask about your own marketing:

  1. Are we available to our customers in as many ways as possible? Are there other routes to market that we have not taken?
  2. Are we over-reliant on one distribution channel? What happens if that channel is taken away? Do we have a backup plan?

Promotion

  1. Build awareness and drive as many pre-orders for the title as you possibly can. Pre-orders don’t always translate to day 1 sales but from my time running the Insight teams at GAME Retail there is a clear correlation.
  2. Hammer the first week or two hard. You fire a vast bulk of your ammo to get a fast start — as many marketing channels as possible.

The rise of streamers

Photo by Alex Haney on Unsplash
  1. To get better at a game by watching someone more talented than themselves play and explain what they’re doing.
  2. For the social element of interacting with the streamer and the other people watching through the live chat mechanics
  3. Because the streamer is just entertaining regardless of the game they are playing.

A new marketing channel

Fortnite is now a media channel and Epic a media owner.

  • EDM artist Marshmello held a virtual concert in the Pleasant Park location on February 2, 2019 estimated to have had over 10 million players watching it live.
  • Travis Scott performed a virtual “Astronomical” tour in support of his 2018 album Astroworld within Fortnite between April 23 and 25, 2020. The first performance was estimated to have drawn over 12.3 million players to watch, while a total of 27.7 million unique viewers cumulatively watched the concerts
  • The Galactus event, which concluded Fortnite’s current Marvel-themed season, had a record 15.3 million concurrent players
Image taken from The Game Haus

Lessons to be learned

Image taken from Dextero

Questions to ask about your own marketing:

  1. Could the audience that streamers reach be an audience that fits with your brand?
  2. Are games a marketing channel you should explore?
  3. Do you understand the ins and outs of a marketing channel before you use it? Are you clear on its purpose and role in your integrated marketing plan before you use it?

The Final circle

Source: https://images.app.goo.gl/mExEtXa8

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Rob Voase

Rob Voase

Over twenty years of marketing experience in big brands, small brands, agency & client-side. I’ve worked in Australia and the UK and still miss Sydney daily.