A year after a revamp by Epic Games, the Fortnite ecosystem is having its YouTube moment

In 2024, brands and creators are jumping into the Fortnite ecosystem with both feet, bringing with them a wave of new agencies and studios intended to facilitate the relationship between the two. Observers of the space see parallels to the early days of other creator platforms such as YouTube.

It’s been just over a year since Epic Games revamped the ecosystem of “Fortnite,” a popular video game that allows users to design and publish their own virtual worlds. The updates included the launch of Unreal Editor for Fortnite (UEFN), a tool that allows users to publish Unreal Engine creations directly inside Fortnite’s Creative mode, and the introduction of a new in-game economy giving in-game creators a 40 percent cut of all “Fortnite” net revenue. 

Over the past year, Epic’s updates to the Fortnite ecosystem have sparked an influx of interest from digital creators into the platform, who have brought with them both their communities and the marketing dollars of the brands looking to reach them.

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