Gamefam and the business of advertising on game platforms
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With the proliferation of online games, some titles have been positioning themselves more as platforms, such as Roblox, Minecraft, and Fortnite. They host musical concerts, marketing activations, and interactive experiences designed to advertise all manner of brands and movies.
In March, Epic Games released its Unreal Editor for Fortnite, which allows users to design, develop, and publish games/experiences directly into Fortnite. This has opened a new opportunity for brands to partner with developers to advertise on the platform. One such company is Gamefam.
GamesIndustry.biz sat down with Gamefam CEO Joe Ferencz and Matthew Zanazzom, head of the company's Fortnite team, to understand the ins and outs on building branded experiences within popular games, rather than as standalone products.
Since its establishment in 2019, the firm has worked with companies such as Sega, Hot Wheels, and the NFL, collaborating on Roblox concerts, Mincecraft games, and, more recently, Fortnite creative mode maps.
The studio's Roblox library includes Sonic Speed Simulator, Festival Tycoon, and Deathfun. Its Minecraft offerings include Minecraft Central and OPBlocks. Via Fortnite, it has developed maps such as Epic Games: Legends Landing, Samsung: Mystic Mayhem, and Epic Games: Shortnitemares.
Gamefam's Bakugan Roblox integration saw 1.5 billion global engagements on the platform. Five months after launching, Sonic Speed Simulator pulled over 500 million play sessions, and it is currently recognized as the largest branded game release for Roblox.
Ferencz says that, given its business niche, the firm has faced little competition. While Gamefam has worked on a
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