Roblox vs Fortnite: Brand Experiences in the Gaming Universe

Roblox and Fortnite have redefined the boundaries of interactive entertainment, capturing millions of players and serving as hubs for brand activations by renowned names such as Gucci, Coca-Cola and Barbie. Yet, this success doesn’t solely stem from offering gaming experiences. These platforms have become cultural phenomena, serving as thriving ecosystems that:

Connect with young consumers: Roblox and Fortnite are beloved by younger audiences, making them perfect environments for crafting gaming experiences that resonate with this demographic. In doing so, brands are not only connecting with the current generation but also laying the groundwork for future consumer loyalty.

Foster active engagement: Leveraging Fortnite and Roblox as channels for consumer engagement transcends conventional promotional methods, transforming passive audiences into active participants. By immersing players in gaming experiences, brands cultivate deeper connections, propelling individuals from mere spectators to engaged community members.

Embrace virtual innovation: As the gaming industry continues to evolve with cutting-edge technologies, integrating platforms like Fortnite and Roblox into marketing strategies signals a commitment to pioneering new and transformative experiences for audiences, setting brands apart in a crowded digital landscape.

For brands seeking to tap into the potential of Roblox and Fortnite, it is essential to grasp the differences between these top-tier platforms. This understanding empowers brands to craft gaming experiences that effectively integrate with their narrative and resonate with their target audience.

User-Generated vs Proprietary Content: Roblox primarily revolves around user-generated content, allowing players to create gaming experiences within the platform. On the other hand, Fortnite offers proprietary content created by Epic Games, with limited user-generated content capabilities.

Gameplay: Roblox offers a wide variety of genres, ranging from simulations to role-playing, obstacle courses, and first-person shooters, catering to a diverse audience. Fortnite, however, is primarily known for its battle royale mode, where players compete to be the last one standing in a shrinking map.

Graphics: Roblox features a blocky, pixelated art style that allows for flexible and simplistic designs, appealing to a younger range of players and allowing for easy creation and customization. In contrast, Fortnite boasts a more visually immersive art style, characterized by vibrant colors, elaborate animations, and quirky characters.

Monetization Models: Roblox employs a freemium model, allowing players to access the platform for free while offering in-game purchases such as virtual currency (Robux) and cosmetic items. Similarly, Fortnite follows a freemium model but generates significant revenue through its battle pass system, offering exclusive rewards and cosmetics for a fee.

Social Interaction: Roblox emphasizes social interaction and collaboration, enabling players to co-create gaming experiences, join communities, interact with friends, and participate in virtual events together. Fortnite also offers social features such as voice chat and emotes but places more emphasis on strategic teamwork within its battle royale mode and in-game events, such as concerts and movie screenings.

Target Audience: Roblox appeals to a younger audience, including children and teenagers, who enjoy its diverse range of user-generated content and creative freedom. On the other hand, Fortnite has a slightly older audience, including adolescents and young adults, drawn to its competitive gameplay and visually appealing graphics.

Cross-Platform Availability: Both Roblox and Fortnite are available across multiple platforms, including PC, consoles, and mobile devices. However, Fortnite gained widespread popularity for its cross-platform compatibility, allowing players to seamlessly play with friends on different devices, whereas Roblox’s cross-platform functionality is primarily limited to certain features and experiences.

Development and Programming: Roblox provides accessible development tools which allow users to create gaming experiences and items with relative ease. In contrast, Fortnite’s development tools are more limited and require a deeper understanding of building mechanics, focusing on the creation of custom maps and modes within Fortnite Creative mode.

Examining the growth trajectories and key metrics of Roblox and Fortnite provides valuable insights into their respective positions in the gaming universe. While these findings are crucial for brands mapping out their ventures in this dynamic industry, they should not serve as a guiding light. Crafting an immersive experience on a platform that aligns with a brand’s target audience and narrative is essential. This approach presents a greater opportunity for success, rather than solely relying on platforms with impressive metrics but lacking resonance with the brand’s essence.

Total Users: Estimating user numbers can be a challenge, yet insights from analytics firm Datasage offer valuable perspective. Roblox reported approximately 216 million monthly active users, boasting a remarkable 4.6 billion registered accounts. However, it’s essential to acknowledge that a significant portion of these accounts might remain inactive or unused. By contrast, Fortnite flaunted about 236 million monthly active users by December 2023, with an estimated half a billion registered accounts.

Revenue: Roblox demonstrated its financial prowess by generating a staggering $2.04 billion in revenue within the first three quarters of 2023 alone. This impressive feat is largely attributed to the seamless integration of microtransactions within Roblox experiences, coupled with its revenue-sharing model. On the other hand, Fortnite has amassed a monumental lifetime revenue of $26 billion, with annual revenues peaking at $6 billion in 2022.

Engagement: Roblox experienced a significant surge in engagement, boasting over 58 billion hours of total playtime in 2023, marking a substantial increase from previous years. In contrast, Fortnite’s engagement metrics are less transparent, though notable spikes in user engagement coincide with major content updates and events.

Hours Watched: Roblox commands an impressive viewership of approximately 857,000 hours weekly on Twitch alone, underscoring its appeal to both players and spectators alike. Meanwhile, Fortnite’s viewership on streaming platforms has seen a decline in recent years, with estimates indicating a drop from 1.5 billion hours in 2020 to 738 million hours in 2022.

Platform Stats: Roblox predominantly attracts mobile users, with a notable 78% of its player base originating from mobile devices. Conversely, Fortnite’s player base is spread across multiple platforms, with the PlayStation 4 reigning as the most popular choice among players.

Roblox and Fortnite have attracted an array of notable brands, from retail giants, Walmart and Adidas, to prestigious luxury names, Lamborghini and Burberry, who seized the platforms’ potential to redefine how they deploy content and connect with new audiences. Yet, the most compelling endeavors emerge from brands that boldly venture into both Roblox and Fortnite. By straddling both platforms, brands amplify their reach and engagement, catering to varied user bases and play styles. This multifaceted approach underscores a brand’s dedication and commitment to fostering community across different digital spaces.

A standout example is iHeartMedia’s iHeartLand, a virtual world present on both Roblox and Fortnite, each offering its own distinct atmosphere and experience. In iHeartLand on Roblox, players are equipped with a personalized music studio upon arrival, tasked with building their music empire by harnessing the power of audio. As they explore the streets of iHeartLand, they collect sound energy to fuel their studios, generating listeners and iHeartBucks along the way. These iHeartBucks enable users to enhance their studio experience with premium equipment, curated playlists, studio pets, and more.

In iHeartLand on Fortnite, players are transported to an expansive outdoor venue featuring a sprawling stage and screen for concerts, shows, and programming from top artists. Inside the iHeart Headquarters, players access a miniature island map, guiding them through a variety of competitive and entertaining minigames. From high-speed races in Speed of Sound to adrenaline-pumping obstacle courses in Leap of Faith, iHeartLand offers a plethora of experiences designed to captivate and engage players of all ages.

Roblox and Fortnite offer unique opportunities for brand engagement. Roblox’s rich content and community allow brands to get creative and engage with players in a meaningful way. It appeals to a younger audience interested in creativity and self-expression, making it ideal for brands targeting Gen Z and younger Millennials. On the other hand, Fortnite’s engaging gameplay, strategic partnerships, and massive reach across multiple media channels give brands unmatched visibility and brand integration opportunities. Its’ broad appeal and pop culture relevance make it a prime platform for brands looking to reach a diverse audience of gamers and pop culture enthusiasts.

Ultimately, the choice between Roblox and Fortnite depends on the brand’s objectives and target audience. For companies seeking to leverage user-generated content and foster creativity, Roblox provides a versatile platform for brand experiences. Meanwhile, Fortnite’s cultural impact and massive reach make it an attractive option for brands looking to make a splash on a global scale. Exclusible is an innovative studio that builds and launches gaming and immersive experiences for brands on Roblox and Fortnite. Our team of experts can help brands navigate this decision-making process, whether it involves focusing on a single platform or a crossover between platforms.