Fortnite and the NFL have teamed up to enable football fan gamers to pull on their favourite team’s grid iron uniform while playing the game.
From 9 November, players of the mega hot shoot-and-survive game can buy and then customise an NFL outfit from a starting wardrobe of eight different uniforms.
The sports league/game alliance also includes additional in-game strands that range from football-themed emotes and harvesting tools, to gliders and even a referee outfit.
Plus, the 50 million Fortnite players will be able to purchase eight dances designed specifically for the NFL franchise of their choice.
The tie-up was initially teased socially
We’re teaming up with the @NFL to bring you some fresh Outfits! Available in-game on Nov 9 at 7pm ET. Get more info in our blog here: https://t.co/YqAyjwmX4i
— Fortnite (@FortniteGame) November 5, 2018
and then officially unveiled through a short, animated online video – featuring CGI in-game characters performing eccentric on-field celebratory touchdown dance moves – promoted across Fortnite’s digital and social channels.
Get your touchdown dances ready! #NFL skins are coming to @FortniteGame
Rep your team starting November 9. pic.twitter.com/8q1Trok9EJ
— App Store (@AppStore) November 6, 2018
A few influencer players were able to pull on their NFL skins right away, but most had to wait until the end fo the week.
Keep Slaying it, @Ninja! pic.twitter.com/n565QDBkLR
— Detroit Lions (@Lions) November 6, 2018
The NFL’s partnership with US games developer creator Epic Games is the first brand deal for the smash hit Fortnite and aims to offer in-game virtual branding and presence for the USA’s biggest sports league.
“We see the popularity of Fortnite every day at the NFL as many of our players are passionate about this game. This partnership represents a great opportunity for millions of NFL fans who are Fortnite players to express their fandom inside the game while at the same time exposing our brand to countless others,” commented NFL chief media and business officer Brian Rolapp.
“We have so many football fans at Epic and we know a lot of the game’s fans share that same enthusiasm. Allowing our players to represent their favorite teams in the game was too cool of an opportunity for us to pass up, and we couldn’t be happier with how they turned out!”added Epic Games co-founder Mark Rein.
Comment:
In-game brand marketing initiatives are exploding across the gaming landscape.
This week alone we have noticed a DHL delivery bot driving around in ESL Dota 2
and now we find Fortnite players dressed for battle in their favourite NFL team’s uniform.
While last week we analysed the new tie up between the NBA’s Chicago Bulls and Rovio gaame Angry Birds (see case study), which itself followed the same game’s partnership with Everton FC (see case study).
The mainstream sports marketing world is blending with the gaming space and we aren’t just talking about Coca-Cola signing up FIFA virtual soccer star Alex Hunter (see case study), real world clubs, teams and franchises signing up mirroring eSports teams,
or Nike penning an endorser deal with Chinese RND League of Legends player Jian Zihao.
Amazing to see Nike collaborating with Uzi for their ‘Dribble &’ campaign w/ @KingJames.
Excited to hear more about it.https://t.co/Q1izQIEfhO pic.twitter.com/uGU19wpuul
— Barento (@Razleplasm) October 17, 2018
This NFL/Fortnite deal shows that the trend has, virtually, penetrated every part of the #sportsbiz marketing landscape.
Links:
Fortnite
https://www.epicgames.com/fortnite
https://www.youtube.com/user/epicfortnite/
https://twitter.com/fortnitegame
https://www.facebook.com/FortniteGame
https://www.twitch.tv/fortnite
https://www.instagram.com/fortnite/
https://www.instagram.com/p/BpzXMMqAO77/
NFL
http://www.nflshop.com/source/bm-nflc…
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