For BrandsMarketing21.12.2023
Fortnite or Roblox – What’s better for your brand and why?

Fortnite or Roblox – What’s better for your brand and why?

The year 2023 undoubtedly marked the inception of a marketing boom within metaspaces. A revolutionary surge saw the integration of renowned brands like BMW, Coca-Cola, Adidas, Barbie, Lego, Nike, Vans, and McDonald’s into the expansive landscapes of Roblox and Fortnite. This influx represented a major paradigm shift. It transformed these virtual realms from mere gaming platforms to bustling marketing arenas. As we explore the complex dynamics of Roblox and Fortnite, it’s crucial to recognise the transformative power these platforms have had on the marketing landscape.

Platforms Overview

Immersive metaspaces no longer limited to gamers

Roblox and Fortnite, both giants in the digital space, experienced a seismic shift in 2023. They became the canvas for an eclectic mix of global brands. These platforms are no longer limited to gamers. Both have evolved into immersive metaspaces, where brands can strategically engage with a variety of audiences.

Roblox is seen as a universe of limitless creativity. It’s no surprise, then, that it has seen a surge in brands tapping into the flexible virtual space. Those brands used Roblox to create experiences beyond traditional gameplay.

On the other hand, Fortnite is known for its competitive spirit and dynamic challenges. The title became a battleground for iconic brands to make their presence felt.

The comparison of these platforms highlights the diverse nature of metaspaces, where marketers are navigating uncharted territory to redefine brand engagement.

Target Audience

Roblox: 70M Daily active Users

Remains focused on a younger demographic. It promotes an environment that appeals to people aged between 8 and 17.

In 2023, we could see a lot of activity on the platform to create content for older players. This responds to the needs of aging platform users and newcomers looking for entertainment for older people. All this has contributed to the fact that the fastest growing segment is now the 17-24 year olds.

Fortnite: 231M Monthly active Users

Targets an older demographic, with a core audience of 16-24 y/o. They are attracted to the platform’s advanced controls and immersive gaming experiences.

Time spent

Average minutes per day:

  • Roblox – 150 minutes
  • Fortnite – 98 minutes

Brand presence

Roblox: Establishes itself as a hub for social interaction. It encourages users to move beyond traditional gaming boundaries. The platform invites players to immerse themselves in a world of creativity and exploration.

Fortnite: It goes beyond a traditional game to become an ecosystem. Fortnite wants to be defined by competitive intensity, achievements and adrenaline-pumping challenges.

Types of Gameplay

Roblox: The embodiment of versatility, Roblox offers a wide range of experiences. From treasure hunts to battle arenas, adventures and different genres. Users can explore their creativity in an open-ended way.

Fortnite: Fortnite is defined by its diverse gameplay experiences. It spans multiplayer, solo, and team-based dynamics. All of them are centered around competitive pursuits, achievements, and dynamic challenges.

Importance of Gameplay in Brand Engagement

The heart of both Roblox and Fortnite lies in gameplay. As a brand, you must focus on it rather than on how big your logo is.

Fostering creativity through Roblox

For Roblox, this means an opportunity for brands to create content that encourages users to spend more time in the virtual world. Brands can seamlessly integrate with the open-ended, exploratory nature of Roblox. That way, they can invite users to try on virtual outfits or engage with products in a fun and interactive way. Players can also immerse themselves in branded adventures.

The vibrant world of Fortnite

On the other hand, Fortnite appeals to brands looking for cultural resonance. As a dynamic and competitive game, Fortnite is ideal for brands looking to be more iconic and closer to fun and entertainment. In Fortnite, brand engagement becomes contextual. It gets embedded in the energetic and fast-paced gaming experience that players crave.

Ultimately, understanding the nuances of gameplay on these platforms is crucial for brands to tailor their strategies. Whether it’s fostering creativity in Roblox or embracing the dynamic challenges of Fortnite. The gameplay serves as a gateway for brands to connect with users in a meaningful, authentic way.


Roblox: Features an open marketplace teeming with community creations. It facilitates transactions through the Robux currency. This thriving marketplace allows creators to monetize their content. At the same time, it offers a variety of experiences for users.

Fortnite: Does not boast a direct marketplace for users to buy and sell items. The creation of new skins and extensive branding is possible. Yet, it involves collaboration with Epic Games, a process that is both prolonged and costly.

Advertising Opportunities in Roblox and Fortnite

Roblox: Emerges as a robust advertising platform. It provides marketers with diverse opportunities, including ongoing video format testing. Future prospects include e-commerce integration.

Fortnite: It lacks a dedicated advertising platform. The game relies on collaboration for branding initiatives. Most notable is the creation of skins and other in-game elements in partnership with Epic. However, this comes at a significant cost.

Crafting Successful Marketing Strategies: Navigating Gameplay Realms

In the expansive realms of Roblox and Fortnite gameplay takes centre stage. Creating successful marketing strategies requires a deep understanding of the gaming landscape. Regardless of the platform chosen, the key to brand success lies not only in the creation of engaging content. Equally important is effective promotion.

Roblox: Leveraging In-Platform Advertising

One of the unique benefits of Roblox is its dedicated in-platform advertising capabilities. Brands can harness the power of Roblox’s advertising infrastructure to engage users directly within the game environment. This provides the opportunity for immersive and targeted campaigns. Such campaigns can be seamlessly integrated into the diverse experiences that Roblox offers. The platform’s advertising capabilities can also be used to collaborate with influencers. This helps to organically integrate brand advertising into the gaming environment.

Fortnite: Beyond the Virtual Battlefield

Given the intense and dynamic nature of Fortnite’s gameplay, a multi-faceted approach to promotion is essential. In-game branding and influencer collaborations remain vital. However, supplementing these efforts with external initiatives can increase brand awareness. Running competitions or promotions off the platform is important. Social media or dedicated landing pages can effectively draw players into the Fortnite universe. This external engagement adds an extra layer to the brand experience, bridging the virtual and real worlds.

It’s clear that Fortnite and Roblox have transcended their gaming origins. Indeed, in 2023, their marketing realms have sparked a true metaspace revolution. The entry of global brands into these digital realms underscores the strategic importance of metaspaces. They are reshaping brand engagement and fostering creative interactions with audiences across the digital spectrum. Marketers’ journeys into these metaspaces are akin to pioneers exploring uncharted territories. They mark a new era in which gaming platforms are redefining the boundaries of brand communication.

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