{"id":31244,"date":"2021-07-21T13:05:34","date_gmt":"2021-07-21T12:05:34","guid":{"rendered":"https:\/\/videoweek.com\/?p=31244"},"modified":"2021-07-21T13:16:14","modified_gmt":"2021-07-21T12:16:14","slug":"fortnites-creative-mode-is-emerging-as-brands-first-step-into-the-metaverse","status":"publish","type":"post","link":"https:\/\/videoweek.com\/2021\/07\/21\/fortnites-creative-mode-is-emerging-as-brands-first-step-into-the-metaverse\/","title":{"rendered":"Fortnite\u2019s Creative Mode is Emerging as Brands\u2019 First Step into the Metaverse"},"content":{"rendered":"

Fortnite\u2019s potential as a marketing tool has been well documented over the past few years, with some of the biggest brand integrations picking up numerous headlines and awards.<\/span><\/p>\n

Brands from Marvel to Wendy\u2019s have integrated their characters and IP into the hyper-popular video game. And Travis Scott\u2019s performed a live Fortnite concert to release a single, pulling in a 12-million strong audience in the process.<\/span><\/p>\n

The success of these campaigns has proven that the metaverse can be a valuable addition to a media plan. Marketers who previously watched the space with cautious interest are increasingly ready to activate.<\/span><\/p>\n

But these large scale integrations require a lot of investment, both in terms of time and money. And space is naturally somewhat limited. Fortnite\u2019s creator Epic Games has resisted running too many brand partnerships at the same time, in order to prevent over-commercialisation.<\/span><\/p>\n

Recently however we\u2019ve seen brands and media companies turning to Fortnite Creative, a lesser-known mode introduced in 2018, as their beachhead into the metaverse.<\/span><\/p>\n

Fortnite Creative lets users build their own \u2018islands\u2019, or small in-game worlds, using a set of pre-made items and construction tools. Creators can make their own game modes inside these islands, or just let other players explore the world with no specific objective.<\/span><\/p>\n

It\u2019s designed primarily as a sandbox mode for players, rather than as a professional development tool. But we\u2019ve started to see businesses jumping on board, using Creative as a cheaper and easier way to reach their audiences on Fortnite.<\/span><\/p>\n

UK telco O2 is one of the most notable examples. O2 worked directly with Epic Games to recreate its O2 arena within Fortnite Creative. Players can enter O2\u2019s map at any time to explore and play mini-games, as well as getting access to unique items that can be used in Fortnite\u2019s primary battle royale mode.<\/span><\/p>\n

O2\u2019s virtual arena is also being used for in-game concerts. The first of these, a show from indie-pop band Easy Life, aired last month. As with the Travis Scott show, the landscape transformed around the player as they watched the set, showcasing the creative possibilities of a virtual concert.<\/span><\/p>\n

O2\u2019s integration benefited from Epic Games\u2019 involvement, allowing O2 to offer in-game rewards for exploring the world. But one of the advantages of Creative mode is that brands and media companies can freely create content without having to work through Epic.<\/span><\/p>\n

UK broadcaster ITV has taken this route. Earlier this month it released a map based on its new game show <\/span>The Void<\/span><\/i>, which let players try an in-game version of <\/span>The Void<\/span><\/i>\u2019s challenges.<\/span><\/p>\n

Dan Colton, ITV\u2019s group strategy and transformation director, said that ITV\u2019s experiment with Creative mode was useful for helping the broadcaster get a feel for operating in the gaming space. \u201cThe Void is a really innovative new Saturday night show that fits perfectly with this style of gameplay,\u201d he said. \u201cThe Metaverse is a huge opportunity for ITV both from a consumer and advertiser perspective and this is the first step of how we can best make use of our IP in these spaces.\u201d<\/span><\/p>\n

French supermarket Carrefour has gone down the same path. Working with Publicis Conseil, Carrefour released <\/span>The Healthy Map<\/span><\/i>, a virtual recreation of a Carrefour store where players regain health points by eating healthy foods.<\/span><\/p>\n