In 2024, Fortnite and Roblox are experiencing a symbiotic relationship with the social platforms they initially sought to challenge. Despite their immersive branded experiences, integrating these within the games proves challenging. Many creators feel Fortnite’s discovery tools are inadequate for promoting user-generated content effectively.
To overcome this, marketers are leveraging social media alongside gaming activations. Rachel Rakowski from We Are Social emphasizes the necessity of collaborating with gaming influencers and developers to amplify brand activations. This holistic approach ensures broader engagement with gamers.
The trend underscores a significant marketing shift towards gaming platforms. In June alone, Roblox’s top 10 branded experiences attracted over 13 million visits, featuring brands like Vans and Nike. This underscores the platform’s appeal for brands aiming to connect directly with gamers.
Social Media’s Vital Role in Driving Discovery and Engagement for Fortnite and Roblox
Tom Morris notes the evolving perception of gamers, once stereotyped, now reflects broader demographics. This demographic shift is pivotal as brands seek to engage with gamers not just through gameplay but also through social interactions and content consumption.
Jan-Hendrik Heuschkel from Unlocked highlights the necessity of comprehensive marketing strategies that include social media posts and live streaming to maintain relevance and engagement. This integrated approach is crucial for sustaining interest and visibility.
While Fortnite and Roblox’s advertising potential is growing, their reliance on social media for promotion remains a critical factor. For these platforms to rival giants like Instagram and Facebook in advertising power, improvements in internal marketing tools and reduced dependence on external social promotion are essential.
The convergence of gaming and social marketing reflects a broader trend where gaming platforms are increasingly central to digital marketing strategies, leveraging both immersive experiences and social media to engage a diverse gaming audience.
