As younger generations increasingly migrate from traditional media to immersive digital worlds, brands are rethinking how to stay relevant. Platforms like Fortnite and Roblox, once considered purely entertainment spaces, are now at the forefront of gaming marketing—offering new ways to connect with Gen Z and Gen Alpha.
Why gaming platforms matter for marketers
Gaming is no longer a niche. It’s culture. With over 3 billion gamers globally, platforms like Roblox and Fortnite are not just games—they’re social hubs, creative ecosystems, and cultural influencers. For Gen Z and Gen Alpha, these platforms serve as places to hang out, express identity, and engage with content—not just play.
This shift presents a unique opportunity for brands to embed themselves into digital experiences rather than interrupt them. Marketing in Fortnite and Roblox enables a more native, engaging presence that feels part of the user’s world.
Roblox: a playground for branded creativity
Roblox is particularly attractive for brands aiming to connect with Gen Alpha (roughly 6 to 16 years old). Its game creation tools allow developers—and brands—to build entire interactive experiences within its ecosystem.
Major companies like Nike (Nikeland), Vans (Vans World), and Gucci (Gucci Town), McDonald’s (McDonald’s Land) have launched custom Roblox worlds, blending entertainment with brand storytelling. These experiences often include mini-games, digital merchandise, and virtual events that drive engagement and loyalty.
Roblox also supports monetization through digital goods (UGC items), which can further reinforce brand identity in a way that feels natural to younger users who are already spending on avatars and skins.
Fortnite: immersive campaigns with cultural weight
While Roblox targets younger audiences, Fortnite is ideal for reaching older Gen Z users and young millennials. With its Unreal Engine-based ecosystem and its focus on events, Fortnite allows for cinematic, large-scale brand activations.
Examples include Travis Scott’s virtual concert, which attracted over 27 million players, or Balenciaga’s collaboration, which blended real-world fashion with in-game content. Fortnite’s “Creative Mode” enables brands to develop unique maps, challenges, or narrative-driven experiences, all within an environment that players are already deeply engaged in.
These activations don’t just raise brand awareness—they become part of the cultural conversation.
What makes gaming marketing so effective?
The power of marketing in video games lies in immersion and interactivity. Instead of passively watching a video ad, players participate in the brand story. This interaction results in higher retention, emotional engagement, and a stronger brand connection.
It also supports organic amplification. Users frequently share experiences on platforms like TikTok or YouTube, turning branded activations into viral moments.
In short, gaming offers:
- Longer engagement times
- More meaningful brand interactions
- Access to hard-to-reach audiences
How to start building your brand in Roblox or Fortnite
Entering these platforms requires more than just placing a logo in a game. It involves:
- Understanding the culture of the platform and its users
- Creating experiences that add value or entertainment
- Working with developers or agencies who understand the technical and creative potential of each platform
Partnering with specialists in gaming experiences can make the difference between a forgettable campaign and one that becomes a trend.
One such studio is DeuSens, which has developed immersive brand activations within Fortnite, Roblox, and other virtual platforms—helping companies create engaging content that resonates with younger audiences.
Final thoughts
As attention shifts from social media to virtual environments, brands need to evolve their strategies. Marketing in Fortnite and Roblox is not just a trend—it’s part of a broader movement toward immersive, participatory brand storytelling.
For companies targeting Gen Z and Gen Alpha, investing in gaming marketing is no longer optional—it’s essential.
