Disney’s ‘Fortnite’ Collab Works…for a Strange Reason
I spend most of my time researching all facets of The Walt Disney Company.
Rarely do I come across another new or different, a data point that gives me pause.
Photo:Rappler
Well, that happened the other day almost as an anecdote for a different subject.
A reporter casually tossed in one of their notes at the end of an article, and I did an immediate double-take.
Photo: Computer Hope
Apparently, Disney’s Fortnite collab is working extremely well…but for a strange reason.
Let’s discuss a genuinely strange benefit of this working arrangement.
About the ‘Fortnite’ Collaboration
Photo: Disney
In February 2024, when former CEO Bob Iger was desperate, he worked out a deal.
Iger, who I’m not sure can work his smartphone, entered into an agreement with Epic Games.
(Photo by JC Olivera/Getty Images)
At the time, it was obvious to everyone that new CEO Josh D’Amaro had been the driving force on the deal.
Now, D’Amaro is the one helming Disney as it prepares for an upcoming return to gaming.
Photo: Disney
Technically, Disney is already there, as Marvel Rivals is performing very well.
However, I tend to dismiss that game as it’s really more of a reboot of a previous NetEase game.
Photo: Disney
The publisher had worked with Marvel Games on Marvel Super War, a multiplayer online battle arena game (MOBA).
Marvel Rivals converts the same premise from a MOBA into a hero shooter akin to Overwatch.
Photo: Disney
Fortnite is an entirely different beast, as it’s a battle royale game where there can be only one (winner).
If none of this means anything to you, I swear that it doesn’t matter in the least.
Photo: Josh D’Amaro on Instagram
I say this because this article is actually about…Disney+. Yes, I’m serious, but I’m getting ahead of myself.
D’Amaro is currently guiding Disney into its participatory media era, which prioritizes gaming.
Photo: Jeff Vahle on LinkedIn
Disney’s new leader firmly believes that the digital age will redefine the Disney Flywheel.
In a recent Wall Street Journal article, reporter Ben Fritz explained the thought process.
(Photo by Ricardo Moreira/Getty Images for Disney)
The belief is that “digital media will allow the Disney flywheel to move faster than in the physical world.”
I realize for those of us stuck in the physical world, the idea of that sounds, well, ridiculous.
The Evolution of the Flywheel
Photo: Disney
Here’s the thing, though. I happen to believe that D’Amaro is correct.
We live in an interactive world now where savvier consumers expect brand integration.
Photo: Disney
Companies that don’t possess such integration are oftentimes dismissed as “legacy media.”
While that term applies to Disney, D’Amaro is trying to avoid that fate for Disney.
In case you haven’t kept up, Paramount and Warner Bros., other legacy media companies, are shells now.
An outside interest bought Paramount and is currently trying to do the same with Warner Bros.
Photo: Warner Bros. Discovery
“Adapt or perish” applies to even century-year-old companies, and D’Amaro knows this.
So, he’s currently attempting to modernize the Disney Flywheel for the digital era.
Photo: Disney
As part of that move, Fritz points out that Disney President Dana Walden recently did a reorg.
Walden “brought the video game team out of consumer products and into the entertainment unit she oversees.”
The goal here is to “foster collaboration among interactive, streaming, and film content.”
With video games now a part of Disney Entertainment, Walden can plot multiple storytelling avenues.
EXECUTIVE PORTRAIT – Dana Walden, Co-Chairman, Disney Entertainment, The Walt Disney Company. (Disney/Maarten de Boer)
Let’s use Hoppers as an example. Walden could have planned for video game opportunities.
A couple of the characters are breakout stars worthy of viral memes.
Photo: Pixar
There are ways for Disney to monetize this popularity, but the company had been too siloed previously.
For this reason, Disney missed out on potential opportunities that could have grown the new brand.
Photo: Pixar
You may think that’s impossible via video games, but the Disney Flywheel works in mysterious ways.
As proof, let’s discuss the odd way that the Fortnite collaboration has helped Disney.
The Strange Reason…
On Friday, April 10th, Bloomberg published this exhaustive evaluation of the Disney/Fortnite collab.
The reporter interviewed a large number of current and former Epic Games employees for the piece.
Disney
In the penultimate paragraph, almost as an afterthought, Bloomberg mentions Disney’s happiness.
D’Amaro and his team know that the Fortnite deal is helping to boost revenue.
Epic
You legitimately could never guess how if I hadn’t mentioned earlier that this is a Disney+ article.
Here’s the relevant text:
“Collaborations with Fortnite and the Epic Games Store have led to increased Disney+ subscriptions – significantly more than either company had predicted, according to an employee with knowledge of the numbers.”
“Fortnite proved to be a successful marketing vehicle for the century-old entertainment firm.”
Photo: Epic Games
I honestly don’t even know how to process that. Fortnite, an Epic Games video game, is… selling Disney+ subscriptions?
Nearly two years ago, I discussed that D23 Expo parks panel thing nobody understood.
Photo: @joshdamaro
That idea is core to why D’Amaro pushed Iger to make the deal.
Disney’s current CEO understands the marketplace, and he knows what I’ve often stated.
Photo: https://dpep.disney.com/leaders/josh-damaro/
For whatever reason, Disney missed its window with many Gen Z men.
Due to cord-cutters and cord-nevers, many of them never became Disney fans.
Fortnite (!) is showing these people the light, making them realize they ARE Disney fans.
So, they’re subscribing to Disney+ to consume more Disney content.
Photo: Disney
That’s D’Amaro’s plan to modernize the Disney Flywheel executing perfectly.
I’m flabbergasted that it’s working like that, but the data indicates this collab is already helping Disney a ton.
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