Publisher Epic plans to build its “Game Store” into a competitor to Steam. Recently, they have been using Fortnite as a focal point for their attacks. Crossover events are no longer centered around TV series or sports, but around other games like Borderlands 3 or Star Wars: Jedi Fallen Order, which can be purchased from the Epic Games Store.
This is how events used to be at Fortnite: Since May 2018, Fortnite has had a somewhat strange trend of hosting “crossover” events with well-known brands.
The first major crossover event took place in May 2018, when Fortnite reached the height of its pop culture relevance.
At that time, “Thanos,” a supervillain of titanic proportions, suddenly appeared in Fortnite. Marvel: Infinity War had just made a fantastic box office debut at the end of April.
Thanos was directly integrated into the game: a glove fell from the sky. Whoever found it became the supervillain in Fortnite.
It was a really good, varied game mode that came new and free to Fortnite.
Bizarre Crossover Events in Fortnite
Thanos was just the beginning of a whole series of crossover events that ranged from obvious (John Wick) to totally bizarre (Weezer):
- There were crossover events with all 32 NFL teams
- an event with Michael Jordan and his shoes
- an event with DJ Marshmello, who performed live in Fortnite – that was a huge happening back then
- A strange crossover between Fortnite and the band “Weezer,” who got their own amusement park
- Fortnite did something with Batman
- with Stranger Things
- or with John Wick, after they somewhat imitated Keanu Reeves with a first skin
These were always crossovers in which Fortnite collaborated with a matching pop culture brand.
There was always a clear commercial intent behind it. Even though the creators of the other brands sometimes claimed to be huge fans of Fortnite.
It had somehow become “normal.” Fortnite was just so huge that now other “huge brands” wanted to join in.
Commerce and variety were at the forefront. But for the players, there were often really cool events as a result. Highlights were surely the “new game modes” surrounding Marvel and the Marshmello event.
Fortnite is now doing something with “Games”
This is now different: This has changed now. Epic Games is now also using the game Fortnite for “cross-promotion” of video games that are sold directly in their shop:
- In August, a crossover with Borderlands 3 launched – the game was sold exclusively on PC in the Epic Games Store. Players could get suitable Borderlands 3 cosmetics in Fortnite, and even part of the map received a Borderlands look
- This November, a crossover with EA’s new game starts. Although the game “Star Wars Jedi: Fallen Order” is also available on Steam, those who buy it exclusively in the Epic Games Store will receive a special Fortnite skin.
Epic can now specifically advertise for “new games” in Fortnite
This is why it is important: Fortnite is seen as a game that particularly attracts a young audience: players between 10 and 16.
Star Wars and Borderlands are both franchises that are established among “older” players but also rely on being discovered by new players:
- For publishers, it is therefore attractive if the “young Fortnite” demographic becomes aware of their games.
- For Epic Games, it is a way to promote and showcase their own store more strongly.
The extent to which these “crossover” events bring something new to Fortnite varies greatly. While previous events surrounding Marvel or Borderlands 3 brought variety to Fortnite, the new deal with Star Wars: Jedi Fallen Order is quite limited.
Surely it plays a role in negotiations with publishers that Epic is able to offer these game companies the opportunity to draw the “Fortnite” players’ demographic’s attention to the release of the new game.
And how better to do that than with such in-game events?
Epic Games has stated their intention to challenge Steam. However, it seems they have found other ways besides “exclusive titles”. They are leveraging the greatest success they have as a gaming studio: Fortnite.
