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Philippe Guinaudeau

Philippe Guinaudeau

Fortnite has become one of the fastest growing video-game franchises in history

You don’t even have to be a fan of Fortnite to know how huge this game is, and how it dominates video-game playing, social media viewing and yes, even dance-move prowess.

One of the elements to the secret formula for Fortnite’s popularity is the ability to play for free. This feature allows a wider swath of the video-gaming universe to engage, since many younger gamers don’t have the ability to pay-for-play. Couple that free-play factor with a building component, reminiscent of MindCraft and it is no wonder that younger audiences who cut their online teeth on Minecraft, have graduated to Fortnite, for the opportunity to move to the next level of challenging online game play.

Mindshare Domination

With Fortnite video gaming, the brand dominates mindshare from all entertainment fields. Even Netflix,Inc. in January2019, stated in a letter to its shareholders that it competes with and loses more viewing time to “Fortnite” video-gaming than it does to HBO, an entertainment competitor.

This multi-billion-dollar multi-player videogame also appeals across generations, and, in the older age groups, is popular with both males and females. In the younger age groups, especially tweens to teens, the category has a more male-dominated popularity.

A smash hit, especially among teens, “Fortnite” had 250 million players as of March 2019, according to its creator, Epic Games Inc. Although the company is privately held and doesn’t reveal revenue, it has been estimated that the game has generated more than $2.4 billion in revenue since launching in mid-2017, mostly from sales of virtual goods, in micro-transactions.

Building a Merchandising Powerhouse

Fortnite’s success has spilled over into other industries, with retailers such as Best Buy in America attributing a bump in holiday 2018 sales to the Fortnite popularity, since the brand drove consumer sales of gaming accessories, consoles and headsets.  

Although most of the current revenue has been funded through in-game micro-transactions, both hard-core and casual fans are buying branded and licensed Fortnite merchandise to proudly profess their fandom.

In a recent Kidz Global BrandTrends research study, surveyers connected with both boys and girls in two different demographic groups, ages 7 to 9 years and ages 10 to 14 years. This BrandTrends extra wave report was fielded early January in six different countries: Australia, France, Italy, Poland, Spain and the United Kingdom, and provided some interesting results.

  • There are numerous product categories where Fortnite merchandise is desired. In this recent six-country survey, the highest levels were recorded in the United Kingdom, where the Fortnite brand scored its largest proportion of spontaneous mentions as a top 3 favorite brand. And in Australia, Fortnite was recently ranked as the number 3 top brand favorite, among boys 10-14 years.
  • The Fortnite brand is in high demand in Spain, followed by the UK and France. Italy shows the lowest demand level, of the six countries in the survey. However, it seems the brand can generate more consumer demand than its current state of popularity would relate to. In short, the spin of the brand is so positive that consumers are willing to rush to the stores and get consumer products with the brand on them that fast!
  • In the six-country extra wave, the awareness levels were also highest in the UK, at 80 percent, followed by Australia at 76 percent. The purchase intent is the highest in Australia, at 40%. One third of the Fortnite fans in our Australian survey already own Fortnite products. Fortnite also showed the strongest growth rates in Australia, compared to other brands in the previous tracking period.
The brand records some of the best possible positive attitudes in the current market.

The Kidz Global BrandTrends reports track brand awareness, popularity, desirability and purchase intent in over 18 categories of goods, across 42 countries. These reports are used as a key indicator for licensors, seeking new merchandising partners, and for retailers, determining retail space allocations. No one wants to leave money on the table, and Epic Games will be actively seeking key licensing alliances and partnerships at the International Licensing Expo in Las Vegas in June 2019.

Reach out to one of our Kidz Global specialists, or request a sample report, to better understand how your brands can amp up their merchandising potential through improvements in multiple important measures including the brand popularity index BPI, brand appeal, awareness and future purchase intent.

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