Why brands have to figure out a way into games like Fortnite - Business Insider

, literally shut down last Monday for a day and a half. After staring at a black hole on screen for hours, players were suddenly invited to Fortnite Chapter 2, essentially a whole new version of the game.Did all 250 million registered Fortnite players jump in on day one? Surely not. But the audience for the rollout this week has undoubtedly been enormous.

And of course, as big at Fortnite is, live sports still generate outrageous rights fees from media companies, along with a still incredibly healthy ad business. You might even say that sports — particularly the NFL — are propping up the network TV model. All is true. Which brings me back to Fortnite. Fans of the game are not the least bit distracted when they play. They're fixated. It's that kind of concentrated obsession brands will kill 99 people on an island to obtain.

Trying just a few ads would be a unique opportunity to help train these freeloading gamers that a few video ads are now part of the deal.To be sure, there's real risk in any ad overture to gamers who are a vocal bunch, known for their love of ad blockers. A bunch of in-game ad companies came and went roughly a decade ago, in part because they couldn't get their models right.

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