Manchester City uses Fortnite to expand its global audience

Manchester City is looking to become a global sports brand, and it’s using Fortnite as its secret weapon. Tomorrow, the football club will become the first Premier League team to launch its own experience inside the metaverse platform.

Manchester City’s Fortnite Creative experience, titled “The Ladder,” goes live at 4 a.m. Eastern Time on July 20. The game features one-on-one competitions in which players face off for the right to ascend a series of virtual arenas inspired by Manchester City branding. At the moment, there is not a set duration for the experience, but City Football Group head of esports, gaming and metaverse Kris Lewis told Digiday that the experience is “not something that we want as a short-term activation.”

The map is not the product of an official partnership between Man City and Fortnite owner Epic Games, but Lewis said that Manchester City had “collaborated” with the game publisher to determine how to activate within the Fortnite ecosystem.

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