Introduction

Imagine logging into your favorite game and discovering an entire world dedicated to a brand like Nike or Vans. It’s an exciting prospect for gamers and a goldmine for marketers, yet merely building these immersive experiences is not enough. Both Fortnite and Roblox have realized the power of social media in driving the success of their branded experiences.

As gaming continues to evolve, the traditional image of a gamer is changing. Statistics show that in 2024 alone, the top 10 branded experiences inside Roblox attracted over 13 million visits. Brands have recognized that to engage the modern gamer, they need to be smart about their marketing strategies. This leads to the growing synergy between social media and gaming platforms. Rather than relying solely on the innate discovery tools within these games, marketers are using social media to reach a broader audience.

In this post, we'll delve into why Fortnite and Roblox are leaning on social media to promote their branded experiences, exploring the importance of this strategy and how it is redefining the gaming advertising landscape.

The Symbiotic Relationship Between Gaming and Social Media

The Challenge of In-Game Discovery

Fortnite and Roblox are hailed as frontrunners in the gaming industry. However, these platforms face the ongoing challenge of ensuring that users spend time inside branded worlds. An issue highlighted by creators themselves is the ineffectiveness of Fortnite’s built-in discovery tools in generating traffic to user-created maps. This makes external promotion not just beneficial, but necessary.

To combat this, marketers harness the power of social platforms like Instagram, Twitter, and TikTok to elevate their in-game endeavors. By integrating branded experiences with social campaigns, brands can reach a larger audience and prompt them to explore these virtual worlds.

The Rise of Cultural Gamers

The traditional gamer archetype has evolved. Today's gamers may not have the time to play games but stay connected through content consumption and community engagement. Brands thus have a "cultural gamer" demographic to engage, and social media is the perfect avenue to do so.

This shift highlights why social platforms become critical for marketing gaming experiences. Gamers consume and engage with content on platforms like YouTube, which boasts over 100 billion hours of gaming content watch time. Similarly, TikTok sees over 3 trillion views of gaming-related content, indicating that gaming is cannibalizing social platforms from the inside.

Strategies for Successful Gaming Advertisements

Leveraging Influencers and Developers

Working with gaming influencers has proven to be an effective method for brands to promote their in-game worlds. Influencers have an established and engaged audience, making them ideal partners for driving traffic to these branded experiences. Collaborating with game developers and influencers forms a cohesive promotional package, contributing to a more robust marketing strategy.

Simultaneous Social Media Campaigns

Brands launching in-game worlds accompany these releases with extensive social media campaigns. For instance, when promoting a Pringles campaign, developers used social posts, livestreaming, and influencer partnerships to create buzz. Without these simultaneous efforts, the in-game activation might have gone unnoticed.

Creating Comprehensive and Engaging Content

Social media isn’t just a promotional tool; it is also a platform for engagement. By creating comprehensive content that includes social media posts, branded videos, and interactive livestreams, brands can build anticipation and keep conversations going. This, in turn, keeps the gaming community engaged and eager to explore these branded experiences.

Case Studies: Brand Success Stories

Vans World in Roblox

Vans successfully launched an interactive skatepark in Roblox, aligning their brand with an engaging and active community. This experience included not just the branded world but continuous social media engagement to draw users in. This approach resulted in high traffic and increased brand visibility.

Nike’s Digital Sneakers in Fortnite

Nike’s collaboration with Fortnite to introduce exclusive sneaker skins was another venture that heavily relied on social media for promotion. Sneak peeks on Instagram and Twitter, along with influencer-boosted content, ensured widespread awareness and engagement, driving gamers to seek out these exclusive in-game items.

Lamborghini’s Virtual Showroom

Lamborghini created a virtual showroom within Roblox, showcasing their latest models. This effort was accompanied by a robust social media campaign including teaser videos, interactive posts, and collaborations with automotive and gaming influencers. This multi-faceted strategy helped them reach a diverse audience, extending their brand's digital footprint.

The Future of Gaming and Social Media Synergy

Enhancing In-Game Discovery Tools

While social media has its unparalleled advantages, there's an ongoing need to improve in-game discovery tools. Platforms like Fortnite and Roblox must invest in better algorithms and user interfaces to enhance the discoverability of branded experiences. Combining robust in-game tools with powerful social campaigns can create an optimal marketing ecosystem.

Expanding Interactive Capabilities

The line between gaming and real-life social interactions continues to blur. Future advancements might include more interactive live events within games, integrated directly with social media platforms. This can help maintain engagement, create buzz, and offer real-time participation for users, enhancing the experience even further.

Broadening Stakeholder Collaboration

Expanding collaboration beyond traditional influencers to include various stakeholders such as community leaders, educators, and pop culture icons can broaden the reach and impact of branded experiences. This multifaceted approach can help in reaching different segments of the audience more effectively.

Conclusion

The evolving landscape of gaming presents unique challenges and opportunities. For platforms like Fortnite and Roblox, relying on social media to promote branded experiences has proven to be an effective strategy, driving user engagement and ensuring the success of these ventures. While in-game discovery tools still need enhancement, the integration of social media campaigns provides a comprehensive approach to marketing within digital worlds.

By understanding and leveraging the synergy between gaming platforms and social media, brands can continue to innovate and capture the attention of both active gamers and cultural gamers alike. This dual approach not only ensures that branded experiences do not languish but also bolsters the overall ecosystem of digital and social interactions.

FAQ

Why do Fortnite and Roblox rely on social media for their branded experiences?

Fortnite and Roblox rely on social media to reach a broader audience and promote their branded experiences because in-game discovery tools alone are often insufficient. Social platforms allow brands to create buzz and engage with their target audience more effectively.

What is a cultural gamer?

A cultural gamer is someone who may not have the time to play games extensively but remains engaged with the gaming community through content consumption and social interactions. These gamers often follow gaming news, watch streams, and engage with gaming content on social media platforms.

How do influencers play a role in promoting branded experiences in games?

Influencers play a crucial role by leveraging their engaged audience to promote branded experiences in games. Their endorsement helps drive traffic and engagement, making the branded worlds more visible and attractive to a larger audience.

What are some successful examples of branded experiences in games?

Successful examples include Vans’ interactive skatepark in Roblox, Nike’s exclusive sneaker skins in Fortnite, and Lamborghini’s virtual showroom in Roblox. These experiences were promoted heavily on social media, resulting in high engagement and visibility.

What improvements are needed in in-game discovery tools?

In-game discovery tools need better algorithms and user-friendly interfaces to enhance the discoverability of branded experiences. Investing in these improvements can complement social media campaigns, creating a more effective marketing ecosystem.

How Fortnite and Roblox Use Social Media to Elevate Branded Experiences

Table of Contents

Introduction