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Session Name:

'Fortnite': An Unconventional Launch

Overview:

'Fortnite' spent over five years in development and after a long period of silence some wondered if it was still in development at all. On June 8, 2017, Epic announced 'Fortnite' would indeed be launching in six weeks. On July 25, 2017, Epic Games launched 'Fortnite' as a paid Early Access title on XB1, PS4, PC and Mac. By August over 1MM people had played 'Fortnite'. Then on September 25th, Epic released the free 'Fortnite Battle Royale' mode. By December, over 40MM people had played 'Fortnite'. This lecture describes the unique challenges of launching 'Fortnite' and how Epic choose a launch plan that, while unconventional, was still consistent with core marketing strategies. It also describes the strategy and impact from adding a new mode, 'Fortnite Battle Royale'.

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