Epic Games has revealed that with Fortnite revenue declining, the rest of the company is not in the best of shape. So, one way to combat that? Get Fortnite to do more brand deals but with…increasingly questionable companies.
Behold, the new “Shell Ultimate Road Trips” island in Fortnite, where the oil industry giant has made its own Fortnite creative island that players can explore and celebrate…the joys of gasoline, I guess. Here’s the Shell-written description:
“Explore our new island in Fortnite. Get ready for an adventure that is all about speed, acceleration, and performance, powered by Shell V-Power® NiTRO+ Premium Gasoline.”
The actual map in question is something of a car-based stunt course where Shell hired an actual Fortnite creator to design it (I won’t name them here, lest they get roasted). The island does in fact feature a full Shell gas station where you can fuel up your car, and Shell logo-emblazoned ramps.
Fortnite has done deals with many random companies over the years, and of course they are always ready to promote the newest Star Wars/Marvel/DC projects with a bunch of new skins in their shop. But uh, Shell is certainly a choice, and it makes you wonder at this point what sort of deals Fortnite is still rejecting. I’m picturing a Lockheed Martin island where fly jets through rings. A Pfizer island where you collect Zoloft pills to increase your health and shields.
You can watch the trailer for the new Shell island here to see just what you’re missing if you don’t visit:
The code is 0314 – 6322 – 8548! Have fun!
This comes in the wake of a brutal week/month/quarter for Epic, which shed 900 jobs and defiant CEO Tim Sweeney said he would continue pursuing projects like the metaverse, Epic Game store and lawsuits against Apple and Google, all of which have been burning through Fortnite cash, That stockpile has been reduced overall with the BR’s popularity falling and more players heading to the less profitable Creative side of the game. The one with Shell Oil Island.
I would expect to see even more brand deals than we’ve seen to date as Epic looks to squeeze cash from Fortnite whenever it can. It used to be much easier. The game was so massive that skin and battle pass sales alone were generating billions. Now? They have to get creative, especially if Sweeney remains on his warpath indefinitely. And now that Fortnite’s overseer Donald Mustard has left the company, it’s unclear what monetization doors may open in his absence. If this is a sign of what’s to come, this should be pretty painful to watch.
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