4 Ways to Reach Gen Z Inside Fortnite

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

As Fortnite takes more of Gen Z & Millennials’ time (and money), brands that range from entertainment to insurance have landed on 4 creative ways to advertise inside the game…

The world of video game marketing is opening up, as more brands experiment with how to get inside of the games that Gen Z & Millennials are spending so much of their time in. According to our State of Gaming trend, young consumers are spending nearly the same amount of time playing video games as watching TV, and that’s just the amount of time they spend playing. Many are also viewing game play via streamers. Tubefilter even reported that the gaming-centric Twitch just had a record-setting January, garnering 948 million views, compared to just 89 million last year. And where there’s time spent, there’s money to be made, as the video game industry rakes in record-setting revenues.

Enter: Fortnite. The game that took over the internet has also taken over Gen Z & Millennial gamers’ time and money, ranking as one of their favorite video games and bringing in $2.4 billion in 2018, making it a major contributor to last year’s 11% rise in digital gaming revenue—per the Hollywood Reporter. Brands are turning to the game to capture young consumers’ attention, and last year the game became a full-on marketing frenzy as brands scrambled to find ways to cash in on the cultural phenomenon. Co-branded merch was the marketing world’s first attempt to tap the trend, as Spirit Halloween launched avatar-themed costumes and Hasbro came out with Fortnite versions of Monopoly and NERF blasters. Now, the frenzy continues, and brands are getting more creative about integrating themselves into the game itself. We’ve identified four ways that brands can get in on Fortnite and garner high engagement:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Create A New Game…


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The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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