Disney announces a $1.5 billion investment in Epic Games to integrate its characters into Fortnite, tapping into the gaming platform’s massive audience and marking a strategic shift towards gaming as a key entertainment medium.
8 February 2024 – In a bold move aimed at capturing the attention of Generation Alpha, Generation Z, and millennials, Disney CEO Bob Iger revealed a $1.5 billion investment to enable players to interact with Disney, Marvel, Pixar, and Star Wars characters within Epic’s Fortnite. This initiative marks Disney’s strategic shift towards gaming as a significant entertainment platform, acknowledging the substantial amount of time consumers spend on video games compared to traditional media like TV and movies.
Epic Games CEO Tim Sweeney, who had long envisioned Disney’s characters in Fortnite, expressed excitement about the partnership, highlighting Disney’s use of Epic’s Unreal Engine for real-time 3D graphics creation. The investment signifies Disney’s recognition of Epic’s expertise in engaging consumers and aligns with its strategy of extending brand awareness and safeguarding brand integrity. – ref: Reuters
