Fortnite black hole: In what may be the most audacious global games marketing stunt ever, Epic Games killed off Fortnite in Sunday’s end-of-season event, which one million people viewed live on Twitch. The game got sucked into a black hole, with Epic deleting 12,000 Fortnite tweets and all information on its website. Has Fortnite really gone for good? Did Elon Musk delete it? The likelihood is it will be back for chapter two sometime this week.
Spotify/Apple – regulation storm brewing: It is a case of when, not if, tech majors (Apple, Alphabet, Amazon, Facebook) are going to be regulated. The effect could be like when the EU compelled Microsoft to unbundle Windows Media Player in the 2000s, instigating its long-term decline. Spotify’s complaint against Apple is building momentum with US law makers and could be the first step.
Fortnite – you bot!: Fortniteis adding computer controlledplayers. The stated rationale is to ensure newer gamers are matched against similar skill opponents. This suggests there aren’t enough new gamers to create enough even matches. Mega-hit free-to-play games franchises burn bright and fast (Angry Birds, Candy Crush, Clash of Clans) but when their time is up, it is up.
Netflix, burst balloon: Momentum is everything with tech stocks. Investors want to see perpetual growth and market transformations. Netflix excelled at delivering both, until now. Poor Q2 results, loosing shows and impending competition from Disney, Warner and Apple have wiped off all Netflix’s 2019 peak stock price gain.
NBA, go East: eSports is becoming a great export vehicle for sports leagues. NBA’s eSports league NBA 2k features teams each affiliated to NBA clubs. But now it has just announced a Shanghai addition for 2020. The eSports vs traditional sports dichotomy is false. Instead their futures will be intertwined.
Spotify – steady sailing, for now: Spotify hit 108 million subscribers in Q2 2019 – which is exactly what we predicted. Spotify continues to grow in line with the wider market, maintaining market share. Subscriber growth isn’t the problem though, revenue is. As mature markets slow, emerging markets will keep subscriber growth up but with lower APRU will bring less revenue. Spotify needs a revenue plan B. If podcast revenue is it, then it needs to start delivering, fast.
Fortnite World Cup: It can be hard to appreciate the scale of transformative change while it is still happening. A few years from now we’ll probably look back at the late 2010s as when e-sports started to emerge as a global-scale sport in its own right. Epic Games’ inaugural Fortnite World Cup pulled in 2.3 million viewers on YouTube and Twitch, was played in the Arthur Ashe Stadium and the singles winner picked up more prize money ($3 million) than Tiger Woods at the Masters and Novak Djokovic at Wimbledon.
We’re competing with Fornite: Yes, more Fortnite….fresh from World Cup success and on the eve of the Ashes, the English Cricket Board said ‘There’s 200 million players of Fortnite…that is who we are competing against.’ Do not mistake this for a uniquely cricket problem, nor even a uniquely sports problem. In the attention economy everyone is competing against everyone. And while Fornite might be the go-to for middle-aged execs bemoaning attention competition (yes that means you Reed Hastings) the trend is bigger than Fortnite alone, way bigger.
Following Marshmello’s ‘live’ performance in Fortnite which was seen by 10 million simultaneous gamers, there has been the inevitable chorus of ‘but 2nd life did this more than a decade ago’. As I referenced in my blog post over the weekend “In game live experiences like this are nothing new…”. The big deal with the Fortnite Marshmello gig was not whatwas done but how it was done.
It combined integrated merchandise (Marshmello dances and skins), a global shared experience that was also personal (only 50 gamers per game) and unique gameplay (gamers floated up into the sky). But perhaps smartest of all, this was not an event for Marshmello fans in the way that previous virtual concerts have been. This was a Fortnite event sound-tracked by Marshmello. Players were there because it was a Fortnite event. Marshmello though had instant credibility because he was part of the Fortnite experience (and of course being masked is a perfect brand fit). So instead of playing to an audience of existing fans Marshmello was handed, on a plate, millions of new fans in an instant, who they felt like they were part of something. (Wait for a major surge in streams of ‘Happier’). These are the reasons the Fortnite Marshemello event was so important, not simply because it was a virtual gig. This is what innovation looks like when executed well.
Execution is everything in innovation. The history of technology is defined by first movers that created a category but failed to go the distance, with an early follower learning the lessons from the first mover and then executing with market winning implementation.
The hard reality is that first movers bleed out on the cutting edge of invention, early followers prosper on the wave of innovation.
On Saturday I watched my 12 year old son scoff down his meal so that he could rush upstairs to get logged on with his friends in time for a Marshmello live streamed event on Fortnite. As you can see from the video (click the link in the image to go through to a MIDiA post with the video) this was Marshmello appearing as a Fortnite character, on stage with his music playing. Meanwhile Fortnite players moved around the ‘concert venue’ showing off their dance moves – all of which of course had been purchased in app with Fortnite VBucks.
For my son and his friends this was every bit a shared live experience, each of them talking to each other via Xbox Live and dancing with each other on screen. In-game live experiences like this are nothing new, but it may just be that we are beginning to get to a tipping point in shared gaming experiences for Gen Z that will shape their entertainment expectations for years to come. Tweens and teens are already spending more time socializing via social media than real world contact, connected gaming is adding to that mix. Whereas most games played with friends have been first and foremost a shared gaming experience, Fortnite is teaching a new generation that the game itself is merely a platform for shared experiences. Meanwhile Marshmello gets to ‘play’ to potentially millions of new fans right across the globe.
Welcome to the future of live entertainment…..or rather, welcome to one of the futures of live entertainment.