Fortnite CASE Study - Social entertainment entails the social and digital forms of entertainment media PDF

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Summary

Social entertainment entails the social and digital forms of entertainment media such as social games, music, and television. Fortnite is an example of a social game where marketers can advertise....

Description

Fortnite Case Study The reasons why social games work for marketers that apparent in the Fortnite case include: 

Gamers are open to advertising content in games.

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Brands benefit when they associate with a successful game.

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Targeting to specific groups is possible.

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Marketers can measure a game's promotional value.

Social entertainment entails the social and digital forms of entertainment media such as social games, music, and television. Fortnite is an example of a social game where marketers can advertise.

Markets use social games because gamers are open to advertising content; for

instance, in Fortnite, gamers have had a chance of watching DJ Marshmello's live set within the game. Also, Wendy's hosted a live stream on Twitch, where players were subjected to viewing the advert. Another reason why marketers associate with social games is to obtain brand benefits. Marketing with a game creates brand recognition like in the case of Wendy's creating brand recognition by asking players to play against the burger chain. Besides, game marketing targets specific groups such as the audience on YouTube or Twitch, which makes it easier to activate them to be potential customers. Lastly, with in-game advertising, marketers can the potential value of the game that has a positive impact on the brand. For instance, in Fortnite's case, after the game based-concert, Marshmello's YouTube subscribers increased with 1,800 percent, as well as the views also increased, a similar situation to Wendy's fast-food restaurant....