Fortnite Developer Marketing Playbook
Welcome!
Ready to inspire more players to drop into your islands? This playbook is a step-by-step guide to understanding the tools, tactics, and techniques you’ll need to create a successful marketing campaign.
As you begin, remember that the core principles that make your islands engaging will also power the success of your marketing campaign: Be original. Stay authentic. Have fun.
The marketing tactics and strategies featured here outline an approach to launch a new island — but they can also be applied to an experience that’s already live!
Marketing Must-Haves
Every marketing strategy is distinct to your island, developer team, and type of players you’re seeking out — we encourage you to make this process your own. By focusing on these essential campaign elements, you’ll give your games the best shot at breaking through.
You’ll find the necessary key components broken out here to make your marketing campaign a success. We’ve detailed each one in our guide.
And remember, in everything you produce, always include your island code so players can easily find your island. Let’s get started!
Marketing Plan
A document detailing how marketing activities will be executed across various stages and platforms to effectively promote your island and engage your audience.
Key Art
A dynamic single still image that encapsulates the core principle of your game at a glance and visually represents your game across platforms.
Trailer
A short-form video that uses game capture to tell the unique story of your island and invite viewers into the experience.
Social Media Plan
A strategic rollout of your marketing plan across social media platforms like Instagram, TikTok, X, Discord, and YouTube.
Following the Rules
In marketing, rules are made to be broken… except for these. Familiarize yourself with the Epic Games Content and Promotional Guidelines before you begin work on your campaign.
Compliance is crucial. Rules evolve, so regularly check and update your marketing materials to ensure they meet current terms and conditions before publishing.
Promoting Your Fortnite Experience Guidelines
Fortnite Developer Rules
Epic Games Community Rules
Epic Games Terms of Service
Post-Launch Community Engagement
After launch, track what’s working and not working and adjust as needed. Some key areas to focus on once your game is out in the world:
- Share your island’s unique link to let players jump right into the action!
- Use Fortnite Communities to create channels for your islands, share updates and event information, publish community posts directly to Fortnite and fortnite.com
- Monitor player feedback and make improvements
- Keep your island fresh with regular updates
- Release patch notes on your game’s social media channels
- Stay updated on gaming trends and incorporate them into your island
Tip: Launch a Discord server for player interaction, feedback, and support! Learn more
Maximizing Discoverability
With Fortnite Communities, you can create channels and draft posts with island updates, event information, feedback requests, and more. Fortnite Communities gives you another way to connect with players and grow your audience.
Enhance the reach and appeal of your content through localization. Making your island available in multiple languages, Fortnite supports 17, will help you reach a global player base.
Pair this with Sponsored Row campaigns to bid for premium placement in Discover and reach more players. Get familiar with how Fortnite Discover works by checking out the Discover Documentation.
Monetizing with In-Island Transactions
Add a second revenue stream on top of engagement payouts by selling items directly from your islands. Players can purchase items using V-Bucks. Earnings are paid out monthly in addition to your engagement payout.
Learn more about implementing in-island transactions in the In-Island Transactions Documentation.
Analyzing Performance
Use the Fortnite Data API to unlock key insights across all islands in Fortnite.
Build your own dashboards, or tap into third-party tools and websites to better understand performance and player engagement.
With access to this data, you can make informed, data-driven decisions as you build, launch and grow your games. These insights can help guide smarter choices, like choosing the right genre to explore, identifying your audience, or timing your next launch.
You can also review your Discover Performance Snapshot in the Creator Portal to see individual performance metrics for your island.
Playbook Updates
Keep an eye out for updates to the playbook, as we'll keep this resource current with the latest information. Remember to tag @FNCreate when you share your island on X — we're interested in your success!