Fortnite brand profile in the U.S. 2023

Video game franchises

Fortnite brand profile in the U.S.

Around 8 out of 10 video game franchise users in the United States recognize Fortnite. Developed by Epic Games, it is played by 33 percent of the franchise gamers. Among the various age groups, Gen Z exhibits the highest familiarity with the game brand, and around 32 percent of Generation X respondents had played Fortnite in the past 2 years before our survey.

Brand KPI profile

While Fortnite is well-known, other brand KPIs are spray and pray

Fortnite is one of the most well-known video game franchises in the United States. Some 80 percent of the surveyed respondents recognize Fortnite, and around one-third of them had played it in the past 2 years before our survey. Around 28 percent of video game franchise users had seen Fortnite on social media and in advertising over the past 3 months.

While Fortnite is well-known, other brand KPIs are spray and pray. Chart with 1 data series and 4 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	80.0%
Popularity	33.0%
Gamership	33.0%
Buzz	28.0%

Generations

Fortnite has a precision audience aimbot for Gen Z

Fortnite rarely speaks to Baby Boomers. According to our survey, just 51 percent of video game franchise users born between 1946 – 1964 recognize Fortnite, and only around 15 percent have played the video game over the past 2 years. Meanwhile, around 39 percent of Gen Z respondents had played Fortnite, and 25 percent of Millennial franchise gamers had noticed the franchise on social media or in advertising during the past 3 months before our survey.

Fortnite has a precision audience aimbot for Gen Z. Chart with 5 data series and 4 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	80.0%	85.0%	80.0%	81.0%	51.0%
Popularity	33.0%	36.0%	37.0%	27.0%	18.0%
Gamership	33.0%	39.0%	33.0%	32.0%	15.0%
Buzz	28.0%	39.0%	25.0%	26.0%	13.0%

Life values

Fortnite users value success more than non-users

Let’s look at what matters to Fortnite gamers in their lives, apart from Fortnite. As can be seen, Fortnite players value success (53 %) more than non-players (37 %) of the video game franchise. Both audiences put equal emphasis on safety and security, but an honest and respectable life is more important to non-Fortnite-players.

Fortnite users value success more than non-users. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Fortnite player	Non-player
A happy relationship	44.0%	38.0%	46.0%
An honest and respectable life	42.0%	37.0%	44.0%
To be successful	41.0%	53.0%	37.0%
Safety and security	40.0%	40.0%	40.0%
Making my own decisions	32.0%	27.0%	34.0%
Having a good time	29.0%	32.0%	28.0%
Learning new things	27.0%	24.0%	28.0%
Advancing my career	16.0%	18.0%	15.0%
Traditions	14.0%	14.0%	14.0%
Social justice	14.0%	16.0%	13.0%