Next in Media Fortnite and Roblox for (Ad) Dummies
Next in Media spoke to Dylan Collins, former executive at Epic Games, about the evolution of gaming over the past decade, and what brands and media companies need to understand about Gen Z and Gen Alpha's love of social, UGC gaming platforms like Fortnite and Roblox.
Guest: Dylan Collins
Host: Mike Shields
Sponsored by: Kochava
Sponsored by: Publica
Produced by: Fresh Take
Takeaways
- Super Awesome started as a kids media company and evolved into a provider of tools for kids digital media.
- Fortnite and Roblox have become popular gaming platforms for young audiences.
- Brands and advertisers are increasingly interested in reaching young audiences on platforms like Fortnite and Roblox.
- In-game advertising on user-generated content platforms is still evolving and faces challenges in terms of ease of buying and scalability.
- The future of advertising on these platforms may involve rewarded mechanics and long-term partnerships with brands.
Chapters
00:00 Introduction and Background
01:14 Starting Super Awesome
02:08 Challenges in Financing
03:29 Expanding Beyond Kids Ad Tech
04:20 Building Tools for Kids Digital Media
05:09 Importance of Parental Consent
06:08 Expansion into Content and Community Tools
07:15 Expansion of Customer Base
08:11 Rise of Kids as a Visible Audience
09:42 Success of Fortnite and Roblox
10:47 Fortnite's Appeal to Young Audiences
12:16 Fortnite as a Social and Gaming Platform
13:39 Shift from Social Platforms to Gaming Platforms
15:09 Brands and Advertising in Fortnite and Roblox
18:28 Long-Term Partnerships with Brands
20:23 Transition to Long-Term Thinking
22:37 Challenges in In-Game Advertising
24:24 Importance of Making Buying Ads Easy
25:18 Supporting Brands and Advertisers on UGC Platforms
26:16 The Future of Advertising on UGC Platforms
27:43 Acquisition by Epic Games
29:27 Growing Importance of Young Audiences
30:23 Generational vs. Cohort Platforms
32:37 Future of Fortnite and Roblox
34:12 Empowerment of Younger Audiences
37:30 Conclusion