Rapper 2 Milly sues Epic Games over Fortnite dance move

We’ve written about how music is woven into the fabric of this year’s gaming craze Fortnite thanks to its ‘emotes’ – dance moves that players can buy using the game’s V-Bucks currency, and then use to show off while playing. It’s no secret that a number of those emotes are based on real dance moves […]

What Fortnite and esports could mean for the music industry

At Music Ally’s Sandbox Summit London conference last month, I gave a talk about games: specifically about what 2018’s gaming craze Fortnite, and the wider world of esports – competitive gaming – could mean for music marketing and the wider industry. This is an edited summary of the talk. The post What Fortnite and esports […]

Sandbox Issue 215: ‘Boxing Clever. Sandbox Summit Special Issue

In a break with tradition, this issue of Sandbox is a wrap up of our recent Sandbox Summit in London. Inside, we have reports from every panel, every keynote and every presentation – going into detail on what was covered in each one and all the talking points you need to be aware of. Including: […]

Sandbox Issue 207: God Save The Streams

Lead: Just 18 months ago, pre-saves were a breath of fresh air for marketers struggling to stand above the cattle run of global releases on a Friday. But as they become ubiquitous, it is almost back to square one with everyone finding themselves lost again in the tumult. We look at what needs to be done […]

Epic Games to pump $100m into Fortnite esports events

If you’re still not sure what the game Fortnite is all about, ask a passing 10 year-old. The action-shooter has become one of the biggest gaming crazes since Minecraft, with similar appeal to tween and teen gamers, as well as older players and Twitch / YouTube live-streamers. Now Fortnite’s publisher, Epic Games, is making a […]

‘Battle royale’ game Fortnite is generating $100m a month

We first wrote about Fortnite: Battle Royale last month, when Drake popped up on Twitch playing the game against a popular streamer. But the rise of Fortnite is well worth following for its own merits: a gaming brand that’s come from nowhere to generate more than $100m a month from in-game purchases, and become a […]

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