In a digital marketing stunt to remember, the survival multiplayer video game Fortnite, one of the great phenomena of the moment, has marked a turning point in its trajectory after generating a torrent of doubts in the user community during the past weekend where they witnessed, astonished, how a black hole is literally worked on the game leaving them without access. The action has been so successful that on Sunday afternoon up to 1.6 million people agreed to see that black hole where, technically, nothing was happening.
Gráfico elaborado por Statista]
Thirty-five hours after “forcing” its fans to look into the abyss, the developer company Epic games, a subsidiary of the Chinese multinational Tencent, has revealed the continuation of the title with important news. Rebuilt from several days full of speculation and rumor, «Fortnite Chapter 2»Has been completely reinvented; represents a true revolution of this well-known game of the genre «Battle Royale», by which a hundred players connected simultaneously they fight to end up as the sole survivor of an island.
The title, which has just finished its “season ten,” has ended with its approach to made famous in summer 2017. The new installment of “Fortnite”, which has been made official this Tuesday, incorporates new abilities of the characters and accessories, a renewed character where the accent is placed on fights in an aquatic environment where, even, you can use a fishing or swimming pole. In fact, hobbyists will be able to catch fish in the lake with the aim of obtaining better rewards given its complexity in keeping the character alive.
Other new features are the stealth system – which allows you to hide in the vegetation – and the possibility of helping injured teammates in your squad. In addition, the game map where the events take place has been completely modified and stands out, among other things, for an air more modern, although its business model based on micropayments is maintained and in the purchase of accessories that can only be used in each season, which is usually changed after a few months to keep people hooked. Building explosions are also given more prominence and improvements have been made to the combat system.
In addition to these features, Fortnite has added new virtual objects and “skins” – personalization elements for the players – as well as a new collection of its triumphal dances that have become very popular after famous characters such as Antoine Griezmann, FC Barcelona player, will appropriate these movements in their usual celebrations. Seven new costumes are introduced for “Hero or Villain?”
The game has 13 locations to discover. But the most interesting thing about what happened has been the way in which the company has approached a major update that, carried out in another way, that is, by paralyzing the servers until the process is complete, has attracted millions of viewers.
This first season of this new chapter of the game presents a new battle pass, it is now available and will run until December 12. Under the motto “more fun and less farming”, “Fortnite” has announced that it will have a new progression system to offer “” new ways to level up “. How? That the user gets medals through a multitude of activities “such as searching chests, eliminating enemies, completing challenges.”
Fernando Carruesco, Inese’s marketing and strategy expert, is a “very interesting” campaign because it is “the complete opposite of what we say to companies when they have a communication crisis.” “It is a communication crisis because there is a need, to change the maps and the game, and then when updating the game can crash and it can generate frustration among users. what the company has done is to turn it around and take advantage of the communication crisis to prepare for the update». In his opinion, “he has lengthened it as long as possible, not communicating anything so that rumors spread. the great power of Fortnite is its community and it is to generate such a powerful community “, says this expert who described this action as a” genius “.
What does the success of the game say in the new generations? “His success of” Fortnite “is the confirmation that in historical moments where traditional leaders lose weight, word of mouth dominates the recommendations and the purchase impulse. We believe more in what our young people tell us are used to considering the remuneration of a person from their environment. They build a product that makes you enjoy playing but also watch you play and share things. All the marketing for the game is based on how people react around the product, ”he adds.