“The most exciting prospect for us lies in the fact that both the Travis Scott and the Marshmello gigs on Fortnite are completely redefining what a live experience can be today and will be in a post Covid-19 world – from the design of the performance to the physical and digital swag that helps keep the story going for the audience.”

(Christophe Brumby, Strategy director Amplify)

Fortnite, one of the world’s most popular games, is no stranger to in-game events, having hosted Marshmello last year and an exclusive tie-in with Star Wars: The Rise of Skywalker. But the online platform by Epic Games moved up a notch, breaking its previous streaming records last weekend when 12.3 million concurrent players logged in to watch Travis Scott’s “Astronomical” event.

According to stats released by Epic, in addition to the 12.3 million watching live on 23 April, more than 27.7 million viewed the concert across the five events that ran until 27 April. The new milestone represented Fortnite’s largest in-game gathering, but what does it tell us about the blended world of entertainment and the future opportunities for brand partnerships? Campaign spoke to tech and entertainment creators to assess the significance of this new form of entertainment.

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