![]() And maybe Borderlands 3 can fill that role. ![]() It makes sense that maybe they would want to all spend some money to play a slightly different kind of game where they can all hang out. Many of those players have groups of friends that they now hang out with inside of Fortnite. Millions of people play Fortnite, which is free to download. With Gearbox’s game, Epic is highlighting it as an important release in Fortnite, which is arguably the Epic Games Store’s most powerful marketing vehicle. While Epic is spending a lot of money to keep games off of the competing and dominant Steam platform, those deals haven’t led to a lot of obvious cross-promotion. Fortnite X Borderlands 3 is all about the Epic Games Storeīringing a Borderlands 3 promotion into Fortnite seems kind of wild until you remember that Epic Games is fighting for relevancy as a game-distributor on PC. And then you can also wear the Claptrap robot, which people have previously found humorous, on your back. You can get cosmetics to make your character look like the Psycho enemy from Borderlands. In addition to the changes on the map, Epic is also adding Borderlands-inspired items to its in-game shop. For example, Fortnite’s typically grassy fields give way to an alien desert with Borderlands’ signature cartoon-style cel-shaded visual effect. This is a new section that makes the last-player-standing shooter look like Borderlands. It introduces the Pandora Rift Zone to the Fortnite map. Now, that marketing push is expanding into video games themselves.Įpic Games launched an update to the battle royale shooter Fortnite that includes a major cross-promotion for Borderlands 3.Įpic is calling the event Fortnite X Mayhem. You can even download a Twitch extension to earn Borderlands 3 loot by watching livestreams. And it was just at Gamescom twice - once as part of Inside Xbox and also in the Opening Night Live event. It was in Sony’s April PlayStation State of Play video event. But it also appeared at San Diego Comic Con. Is the big reveal at the end that “23” showed up everywhere because it had a huge marketing budget? Because that is exactly like what is happening with Borderlands 3.Īfter getting a big reveal at the PAX East fan event in March, Gearbox and publisher 2K Games brought Borderlands 3 to every other possible gathering of potential customers. 23 in the Jim Carrey thriller The Number 23. It’s almost as if it’s a warning from the universe. Everywhere I look, I see developer Gearbox’s cooperative shooter. If I were slightly more paranoid than I am, Borderlands 3 would make me very suspicious. We're thrilled to announce the return of GamesBeat Summit Next, hosted in San Francisco this October, where we will explore the theme of "Playing the Edge." Apply to speak here and learn more about sponsorship opportunities here.
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