Based on a zombie-infested island, Fortnite is a video game that encourages users to battle other players in order to be the last one standing. Since launching in 2017, the game has grown leaps and bounds, releasing six game modes and amassing a staggering 221.5 million players in March 2024. Alongside its commercial success, many brands have also collaborated with Fortnite to ensure that players can expand their love of this viral game even further. 

1. Marvel

Best known for its vast selection of superheroes, Marvel has dominated almost every entertainment medium, including comics, movies, and TV series. In 2022, the franchise teamed up with Fortnite to create an immersive comic book series called Fortnite X Marvel: Zero War. Over just five issues, fans could experience their favorite superhero as they strive to defeat the infamous Zero Shard. Not only were these comics released in multiple countries around the world, but players in South America could also consume them in Spanish. Plus, these comics also included exclusive codes, which players could use to unlock unique items in the game. For example, players could unlock an Iron Man Zero outfit as well as a Bladed Gauntlet Pickaxe.

2. Nike

Though it would have been very easy for Nike to release a pair of Fortnite-inspired sneakers, the brand went one step further and designed its very own Fortnite island. Airphoria was created using the Unreal Editor for Fortnite (UEFN), a dedicated platform that helps creatives design and publish new games directly into Fortnite. Thus, fans now have the chance to experience Air Max shoes from an entirely new perspective, exploring a sneaker-based train as well as a virtual soccer pitch all within the confines of this exclusive island. In addition, players could customize their own player using an array of Nike merchandise, including a boom box and Air Max Pulse shoes. Thus, by working with Fortnite, this immense sportswear brand managed to break down the walls between online gaming and tactile merchandising. 

3. Travis Scott

Many long-time fans of Fortnite will remember the virtual Travis Scott concert that took place in 2020. Though the set was only around 15 minutes long, the artist managed to connect with fans in ways never before seen. The show also saw an animated rendition of Scott entering the Fortnite realm via a spaceship and placing players on a psychedelic roller coaster ride. Admittedly, this show was fairly short and was in no way the same as experiencing live music. However, Fortnite concerts are becoming more and more popular with acts like Marshmello and The Kid LAROI performing to an abundance of fans. Moreover, fans must remember that this concert took place during the peak of the COVID-19 pandemic, making this an intuitive way for fans to interact with their favorite musicians whilst still remaining socially distant. 

4. NFL

Although it seems like the NFL has already mastered the video game market, the organization’s work in Fortnite took the concept of sports gaming to a whole new level. Fans could now purchase a set of exclusive outfits and skins so that they could resemble their favorite football players. Alongside an array of football accessories to choose from, players could also dress up as referees, offering them something a little different. Though these exclusive items were nothing special, especially in comparison to what other brands were offering at the time, the collaboration highlights that even some of the world’s most iconic institutions are keen to jump on the trend. 

5. Rick and Morty

Often hailed as one of the best adult animation shows, Rick and Morty has been garnering loyal fans for years. As such, when the show announced that it would be entering the elusive world of Fortnite back in August 2021, it’s fair to say that fans were very excited. A variety of items and skins were on offer such as a Mecha Morty skin and a Get Schwifty emote. At first, fans could only access Rick and Morty branded items through a Battle Pass. But, the official collaboration ensured that all fans could get involved just as long as they had enough V Bucks. This partnership showcases that although Fortnite is suitable for ages 12 and up, the game still manages to collect older players, which opens up a wealth of lucrative brand opportunities. 

6. DC

In a similar vein to its rival Marvel, DC also found immense success in the Fortnite realm. Presenting players with a wealth of attractive skins such as Batman, Aquaman, and Superman, the comic book franchise managed to match up to its biggest rival and collect a new audience of budding consumers. With a wide variety of exclusive items to choose from, some of these benefits are available in the standard Item Shop, whereas some are only available via a Battle Pass. As such, not only does this give the items an added sense of exclusivity, but it also ensures that avid players of Fortnite receive an added bonus every so often. Although DC didn’t push the boat out with its collaboration with Fortnite, it shows that the brand is keen to go head-to-head with its competitors in the video game industry. 

7. Dragon Ball

Dragon Ball is an iconic anime series that has captured the hearts and minds of fans since it premiered in Japan in 1989. This collaboration allowed the franchise to release a ton of great items into the game such as limited-edition quests, versus boards, and a range of exclusive skins. The quests were particularly interesting as they gave players the prime opportunity to earn XP and level up their performance. Once players had completed all of the quests on offer, they would receive an ingenious Shenron Glider. Since Dragon Ball is an international franchise, some viewers may find it hard to find original merchandise, especially if it has to be imported. But, by working with Fortnite, fans from all over the world could immerse themselves in this fictional world.  

8. Star Wars

When it comes to battling bad guys and exploring new lands, Star Wars fans know exactly what to do. The franchise’s work in Fortnite exemplified its storytelling abilities, offering fans the chance to relive the joys of the prequel trilogy all over again. Players can increase their XP by training with key characters such as Anakin Skywalker, Darth Maul, and Obi-Wan Kenobi, allowing them to choose between the light and the dark side. Fans could also give their avatars extensive makeovers, supplying them with Jedi outfits and exclusive blasters. To make this world even more immersive, fans even have the chance to add Clone Trooper NPCs into their gameplay. Thus, whilst other franchises were just offering their fans a handful of new skins, Star Wars decided to go above and beyond to defeat the competition. 

9. John Wick

One of Fortnite’s most celebrated collaborations was the one it did with John Wick. Though leading man Keanu Reeves is often associated with meme culture, the Fortnite x John Wick partnership highlighted just how profitable this movie franchise is. Fans could purchase an array of themed items from the online store including a Be Seeing You emote as well as a standard John Wick outfit. Thus, this was a fantastic way for Lionsgate to promote this set of films, without spending a large portion of its budget creating an independent video game. Plus, working with Fortnite ensures that the studio can see a return on its investment as it’s already a very well-established video game series. 

10. Ghostbusters

After becoming a cult classic in the 1980s, it seems that Ghostbusters has gained a new lease of life since its revival in 2016. In order to promote the release of Ghostbusters: Afterlife in 2021, the studio worked alongside Fortnite to offer fans a wealth of costumes and unique proton packs for them to use in-game. Fans could also benefit from an I Ain’t Afraid Emote, allowing their avatar to show off their dance moves as the iconic theme tune plays in the background. Again, this indicates that production studios are eager to work alongside popular video game platforms to ensure that they can promote their work to an already engaged audience with a ton of buying power. 

Fortnite may not be a pioneer in its field, but the game has managed to keep reinventing itself as a way to keep ahead of the heavy competition. As brands continue to build partnerships and collaborations with this game, it begs the question of whether traditional forms of advertising will ever be able to keep up. Plus, as video game influencers continue to secure more brand sponsorships, it’s clear that even some of the world’s biggest brands are moving away from celebrity endorsement and driving toward the creator economy.