Speaking to Digiday, Zero Code Managing Director, Dario Raciti, explained why Omnicom Media Group’s gaming practice doesn’t recommend that clients build their own Fortnite maps unless they are an entertainment property with particularly strong homegrown IP that could attract players’ attention.
He said that integrating into a pre-existing experience is the preferred option, both because it is cheaper and because it allows brands to sidestep the issue of discoverability on Fortnite’s platform. “I can’t even remember the last time that we recommended anybody to build their own game, whether it’s a mobile game or in Fortnite or in Roblox,” Raciti said. “We always recommend they find a place that fits their brand inside one of those games that already has a large audience.”
“I can’t even remember the last time that we recommended anybody to build their own game, whether it’s a mobile game or in Fortnite or in Roblox,” Raciti said. “We always recommend they find a place that fits their brand inside one of those games that already has a large audience.”