Fortnite Wants to Become Gaming's Ultimate Marketing Platform

Buy a game, get a Fortnite skin. It sounds simple, but this strategy might fundamentally change how games are marketed and discovered.

Epic Games has launched an official partnership program that gives players who purchase games on the Epic Games Store related cosmetics they can use in Fortnite. The ambitious goal? Over 100 partnerships per year.

The Numbers Game

Epic Games Store GM Steve Allison revealed the timeline: about 40 partnerships this year, with 60-plus already planned for 2027. The program kicks off with Capcom'sResident Evil Requiem.

This isn't just another marketing gimmick. Fortnite boasts over 400 million monthly active users—a captive audience that's already proven willing to spend money on cosmetics. For game developers, it's a direct pipeline to engaged customers who understand gaming culture and have disposable income.

Traditional game marketing relies on trailers, reviews, and influencer coverage. This approach cuts through the noise by offering immediate, tangible value. Players get something they can show off in the world's most popular game, while developers get access to a massive, engaged audience.

Platform Wars Get Personal

But the real strategy runs deeper. Epic is still fighting an uphill battle against Steam's dominance in PC gaming distribution. Despite offering free games weekly and charging developers just 12% commission compared to Steam's30%, Epic needs stronger incentives to pull players away from their established habits.

Fortnite skins represent the kind of exclusive content that could tip the scales. For younger gamers especially—Fortnite's core demographic—the appeal of unique cosmetics might outweigh the convenience of buying everything on Steam.

This creates interesting opportunities for developers. Smaller studios that might struggle to get visibility on crowded platforms suddenly have access to one of gaming's biggest audiences. The catch? They need to be on Epic's platform to participate.

The Metaverse Marketing Revolution

Look beyond the immediate tactics, and you'll see games evolving into marketing platforms themselves. Fortnite has already hosted Travis Scott concerts, Marvel movie promotions, and countless brand collaborations. Now it's becoming a discovery engine for other games.

This represents a shift from traditional advertising to what marketers call "performance marketing"—promotions directly tied to sales outcomes. Instead of hoping a banner ad leads to a purchase weeks later, developers can track immediate conversions from Fortnite skin redemptions to game sales.

The model could spread beyond Epic. Imagine Call of Duty offering weapon skins for purchasing certain games, or Roblox providing exclusive items for educational software purchases. Games with massive audiences suddenly become valuable real estate for cross-promotion.

The Indie Game Dilemma

Not everyone benefits equally. Large publishers with marketing budgets can afford to participate in these programs and create appealing crossover content. Small indie developers might find themselves further marginalized, unable to compete with the spectacle of major brand collaborations.

There's also the question of whether this changes player behavior in problematic ways. Will gamers start buying games primarily for the Fortnite rewards rather than genuine interest? Could this lead to more impulse purchases and buyer's remorse?

Consumer advocates might also question whether these partnerships create unfair pressure on players, especially younger ones, to make purchases across multiple platforms to get the full experience.