Advertising activity within Fortnite has surged, with brand activations rising 99% from 136 in 2023 to 270 in 2024, according to GEEIQ’s 2025 State of Brands in Gaming and Virtual Worlds report. Currently, branded Fortnite maps make up 33% of all virtual-world brand activations.
Most campaigns involve custom-built experiences created by agencies like Look North World and Zoned, costing brands $300,000 to $500,000. However, some Fortnite creators argue that brands overspend by focusing on these custom maps instead of integrating into existing popular maps, which typically cost $20,000 to $50,000.
Good Gamers, led by Fortnite creator Dylan “TheBoyDilly” Johnson, charges most brands under $100,000 to integrate into its three top-10 popular maps, such as “Go Goated” and “Murder Mystery.” Creator Dagwummy, co-developer of “Minigame Box PVP,” supports integrations, citing flexibility for both brands and creators.
This tension between custom maps and integrations mirrors debates seen earlier this year on Roblox. According to Omnicom’s Dario Raciti, Roblox has advanced further in opening up to advertisers.
The core disagreement centers on measurement metrics. Fortnite creators emphasize peak concurrent players as a success indicator. For instance, Good Gamers achieves tens of thousands of concurrent players, while branded custom maps like The General’s “Road Test Royale” peak in the hundreds. Creators see limited player counts on expensive custom maps as inefficient spending.
Billingham from Good Gamers highlighted a Popeye’s campaign integrated into “Murder Mystery,” which attracted 721,000 unique visitors and 892 coupon redemptions, demonstrating high engagement at lower costs.
Conversely, agencies and studios argue that peak players reflect only part of the picture. Look North World CEO Alexander Seropian noted their campaign for The General also included Twitch streamer promotions, reaching over 50 million views, a key brand metric beyond player count.
The General’s marketing director Chauncey Citchens emphasized awareness as the primary goal rather than game plays. However, some brands, like agency REVXP working with Chipotle, have shifted away from custom maps due to low player turnout, favoring integrations into existing maps for better reach and efficiency.
Chris Mann of REVXP cited sub-200 peak player counts on custom maps, questioning their value for brand investment.
The debate ultimately depends on brand goals. Sami Barnett of agency TMA stated custom maps provide unique, ownable moments and influencer impressions valuable to some brands, whereas creators focus on concurrent player metrics to gauge success.
Raciti recommends brands integrate into existing Fortnite experiences unless they have strong, established IP suited for custom map creation. Integration offers cost savings and avoids discoverability challenges within Fortnite’s platform.