In April 2020, millions of people logged into a video game not to play, but to attend a concert. They didn’t crowd into a stadium. They didn’t buy tickets. They floated in zero gravity, danced in virtual oceans, and stared up at a towering 3D avatar of Travis Scott, who performed hits from his catalog while shapeshifting and warping the world around him.
This wasn’t a traditional show. It was a cultural spectacle, and it all happened inside Fortnite.
The event, called Astronomical, drew 27.7 million unique players across multiple showings—and over 12 million attended the first show live. It marked a watershed moment not just for Fortnite, but for video game PR at large.
For years, Fortnite had been redefining engagement. What began as a battle royale turned into a living, breathing stage for pop culture collaborations, surprise drops, and cross-brandintegration. In doing so, Epic Games showed the world that PR isn’t just about media coverage—it’s about crafting shared experiences that drive conversation, emotion, and loyalty.
From Shooter to Social Space
Fortnite’s transformation didn’t happen overnight. Launched in 2017, the game exploded thanks to its battle royale mode—but it soon became clear Epic had bigger plans. By 2019, in-game events like rocket launches, cube transformations, and reality-bending season resets had become must-see moments.
But the Travis Scott concert elevated everything. For the first time, the game wasn’t the main event. It was the venue—a place where music, art, and community collided.
And unlike traditional PR strategies, the event didn’t rely on paid media buys or press kits. It leveraged its own platform, its community, and the novelty of the moment. In short, Fortnitedidn’t chase attention—it created gravity.
Crossovers Done Right
While many games have done brand tie-ins, Fortnite made them central to its identity—and it did it without feeling like an ad.
The Marvel collaboration is a case in point. In 2020, Fortnite Season 4 launched with a full Marvel-themed battle pass. Players could unlock Iron Man, Wolverine, Thor, and others—not just as skins, but with their own quests and powers.
These weren’t shallow cameos. They were narrative-driven, immersive, and fully integrated. Players weren’t just wearing a costume—they became the character.
This type of deep, narrative collaboration created moments that fans remembered—not because of marketing spend, but because it felt earned.
The Power of the Platform
What made these video game PR efforts work wasn’t just the spectacle—it was ownership of the channel. Epic didn’t need to beg for space on TV or YouTube. They already had a captive, engaged audience inside the game.
This direct line to consumers gave them total creative control and unmatched reach. Whether it was a Star Wars trailer premiere, an Ariana Grande concert, or the end-of-season events, Fortnite became more than a game. It became a launchpad for global entertainment.
And this, more than anything, marked a turning point in digital PR: content was no longer just consumed—it was lived.
Lessons from the Fortnite Playbook
1. Experiences > Exposure
Attention is cheap. Emotional connection isn’t. Fortnite’s events weren’t just loud—they were memorable.
2. Integrate, Don’t Interrupt
Instead of forcing brand messages in, Fortnite wove them into gameplay and lore.
3. Own the Platform
By controlling the experience, Epic bypassed middlemen and delivered direct-to-audience impact.
4. Celebrate Community
Epic turned its audience into co-creators. Fan theories, speculation, livestreams—each event became a cultural moment, not just a marketing one.
Fortnite has achieved something most brands only dream of: it’s become a platform for storytelling, fandom, and event-making on a global scale. Through creative PR strategies that blur the line between game and culture, Epic has shown that digital PR doesn’t have to chase headlines—it can make them.
In the end, Fortnite didn’t just raise the bar for gaming PR. It demolished the playbook and built a new one from scratch.