Amid competition with Roblox, Fortnite’s in-game item strategy appeals to both creators and brands

Fortnite’s move into in-game item sales is giving advertisers a new incentive to ramp up spending.

On Thursday, Sept. 18, Epic Games announced that Fortnite creators will be able to sell virtual items directly through their experiences on the metaverse platform starting in December. Creators will receive all revenue from in-game item sales after platform and store fees from December through to the end of 2026, with their share dropping to 50 percent from 2027 onwards, according to an Epic spokesperson in an official blog post announcing the update. An Epic Games representative declined to comment on this story.

“Creators can sell the digital durable and consumable items that they build for their games,” the spokesperson wrote in the blog post. “At this time, sales will be limited to digital items only.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.