Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?

The rise of digital marketing has significantly impacted the audio-visual industry, particularly in the online video game sector. This study, focusing on Fortnite as a case study, explores the connections between brands’ strategic practices and immersive gaming in the metaverse. The research adopts...

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Detalles Bibliográficos
Autores: Sidorenko Bautista, Pavel, Castillo Abdul, Barbara, Herranz de la Casa, José María, Abellán Hernández, María
Tipo de recurso: artículo
Fecha de publicación:2025
País:España
Institución:Universidad de Castilla-La Mancha
Repositorio:RUIdeRA. Repositorio Institucional de la UCLM
OAI Identifier:oai:ruidera.uclm.es:10578/44524
Acceso en línea:https://doi.org/10.1080/23311886.2025.2458058
https://hdl.handle.net/10578/44524
Access Level:acceso abierto
Palabra clave:Fortnite
Marketing
Metaverse
Social media
Sponsorship
Videogame
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spelling Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?Sidorenko Bautista, PavelCastillo Abdul, BarbaraHerranz de la Casa, José MaríaAbellán Hernández, MaríaFortniteMarketingMetaverseSocial mediaSponsorshipVideogameThe rise of digital marketing has significantly impacted the audio-visual industry, particularly in the online video game sector. This study, focusing on Fortnite as a case study, explores the connections between brands’ strategic practices and immersive gaming in the metaverse. The research adopts a qualitative methodological approach to analyze the typology of advertising and marketing efforts undertaken by brands and companies through disruptive digital platforms in the metaverse. Beyond being a simple digital entertainment, Fortnite has become a key space for socialization and experimentation for young and emerging audiences. The concept of ‘transmedia’ is revisited considering the revitalization that new technologies bring to the field, highlighting the importance of emotional and social bonds that consumers of this type of content practice. The study emphasizes the role of user participation and the participatory logic required by transmedia strategies as a formula to explore the interactions between brands and users in the metaverse. The fragmentary nature of metaverses, derived from the multiplicity of interfaces and environments, is also discussed. The research underscores the importance of user engagement in the narrative, as users frequently become creators and disseminators of content both within and outside the metaverse, forming a community and providing feedback on the space and narrative in which they interact with other users.Taylor & Francis Group202520252025info:eu-repo/semantics/articleapplication/pdfapplication/pdfhttps://doi.org/10.1080/23311886.2025.2458058https://hdl.handle.net/10578/44524reponame:RUIdeRA. Repositorio Institucional de la UCLMinstname:Universidad de Castilla-La ManchaInglésinfo:eu-repo/semantics/openAccessoai:ruidera.uclm.es:10578/445242026-05-27T07:36:41Z
dc.title.none.fl_str_mv Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
title Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
spellingShingle Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
Sidorenko Bautista, Pavel
Fortnite
Marketing
Metaverse
Social media
Sponsorship
Videogame
title_short Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
title_full Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
title_fullStr Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
title_full_unstemmed Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
title_sort Marketing, advertising, and branding in Fortnite: how do brands and companies connect today to audiences through the metaverse?
dc.creator.none.fl_str_mv Sidorenko Bautista, Pavel
Castillo Abdul, Barbara
Herranz de la Casa, José María
Abellán Hernández, María
author Sidorenko Bautista, Pavel
author_facet Sidorenko Bautista, Pavel
Castillo Abdul, Barbara
Herranz de la Casa, José María
Abellán Hernández, María
author_role author
author2 Castillo Abdul, Barbara
Herranz de la Casa, José María
Abellán Hernández, María
author2_role author
author
author
dc.subject.none.fl_str_mv Fortnite
Marketing
Metaverse
Social media
Sponsorship
Videogame
topic Fortnite
Marketing
Metaverse
Social media
Sponsorship
Videogame
description The rise of digital marketing has significantly impacted the audio-visual industry, particularly in the online video game sector. This study, focusing on Fortnite as a case study, explores the connections between brands’ strategic practices and immersive gaming in the metaverse. The research adopts a qualitative methodological approach to analyze the typology of advertising and marketing efforts undertaken by brands and companies through disruptive digital platforms in the metaverse. Beyond being a simple digital entertainment, Fortnite has become a key space for socialization and experimentation for young and emerging audiences. The concept of ‘transmedia’ is revisited considering the revitalization that new technologies bring to the field, highlighting the importance of emotional and social bonds that consumers of this type of content practice. The study emphasizes the role of user participation and the participatory logic required by transmedia strategies as a formula to explore the interactions between brands and users in the metaverse. The fragmentary nature of metaverses, derived from the multiplicity of interfaces and environments, is also discussed. The research underscores the importance of user engagement in the narrative, as users frequently become creators and disseminators of content both within and outside the metaverse, forming a community and providing feedback on the space and narrative in which they interact with other users.
publishDate 2025
dc.date.none.fl_str_mv 2025
2025
2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://doi.org/10.1080/23311886.2025.2458058
https://hdl.handle.net/10578/44524
url https://doi.org/10.1080/23311886.2025.2458058
https://hdl.handle.net/10578/44524
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Taylor & Francis Group
publisher.none.fl_str_mv Taylor & Francis Group
dc.source.none.fl_str_mv reponame:RUIdeRA. Repositorio Institucional de la UCLM
instname:Universidad de Castilla-La Mancha
instname_str Universidad de Castilla-La Mancha
reponame_str RUIdeRA. Repositorio Institucional de la UCLM
collection RUIdeRA. Repositorio Institucional de la UCLM
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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