Amid competition with Roblox, Fortnite’s in-game item strategy appeals to both creators and brands

Fortnite's Creator-Focused Revenue Model

Starting in December 2025, Fortnite creators will be able to sell virtual items they design directly within their experiences. An Epic Games spokesperson said creators will retain 100 percent of revenue after platform and store fees from launch through the end of 2026, with the split falling to 50 percent beginning in 2027. The policy limits sales to digital durable and consumable items, not physical goods or services.

The rollout comes earlier than many creators expected. David Taylor, CEO of the Roblox data analytics platform Creator Games, said creator studios have been moving from Fortnite to Roblox because they view Roblox as having superior creator monetisation tools. 'The folks who are coming from Fortnite to Roblox are typically creator studios. They're operating businesses — thinking, 'how do I generate more revenue?'' Taylor said.

Before this update, Fortnite creators relied mainly on two revenue streams: the engagement payout, which gives creators a 40 percent share of revenue based on user traffic and engagement inside their maps, and brand integrations such as interactive maps or logo placements. In-game item sales add a third stream and open new ways to weave brands into experiences. Zack Billingham, strategic partnerships manager for the Fortnite creator studio Good Gamers, said the update enables 'new, engaging incentives for players' and lets brands reward users through 'exclusive, limited-time experiences and rewards like never before.'

Because these items will be usable only within the specific experiences where they are sold, rather than across the entire platform, Epic is pushing creators and brands to develop contextually relevant offerings tied to the themes and mechanics of individual games or worlds.

Implications for Brands and Advertisers

For brands, in-game item sales offer a more direct way to measure return on investment. Morgan Pomish, svp and head of innovative experiences at Digitas North America, described the development as providing 'a clearer ROI path.' Previous Fortnite brand activations were largely limited to interactive maps featuring mascots or IP, or logo slaps inside popular experiences — effective for awareness but less direct on conversion.

Representatives of three media agencies told Digiday they viewed the impending rollout as a positive signal for clients, potentially encouraging brands with fitting products to add in-game items to their Fortnite marketing mix. Sami Barnett, senior director of gaming at agency TMA, said brands have seen success and ROI from branded virtual goods on Roblox and other UGC platforms, and that Fortnite 'remains a competitive channel for deeper engagement within its audiences.' She called it 'a fresh, scalable way to build branded experiences' and predicted many brands would want to be early movers.

Epic's official blog post directly referenced Roblox, citing a statistic that 25 percent of all in-experience dollars on Roblox are currently spent on items. The post also highlighted Forever 21's sale of millions of virtual black beanies in Roblox during 2021 and 2022, each priced between $0.50 and $0.70, as evidence of the commercial opportunity.

Pomish emphasised that branded items must be closely tied to the experience in which they appear. 'It's not one-size-fits all,' she said. 'It's going to have to have some sort of function or clear tie to the game, and that means they have to better understand the players and cultural context around that specific game.'

Context in the Creator Economy Platform Wars

The update is a direct response to Roblox's long-standing strength in creator monetisation. Roblox creators typically receive between 30 and 70 percent of revenue from sales of in-game items such as clothing and accessories, depending on item type and arrangements. By offering Fortnite creators 100 percent for the first two years, Epic is effectively undercutting its rival in an effort to slow or stop creator attrition and possibly convince some Roblox creators to try Fortnite, according to Taylor.

The premium share's limited duration suggests Epic is using it as an adoption incentive, expecting that creator investment and network effects will sustain engagement after the split drops to 50 percent in 2027. Pomish also pointed to Epic's simultaneous announcement that it would increase creators' engagement payout as a 'quiet indicator' that the company wants to better reward creators and keep them in the fold.

The broader trend is toward experience-linked monetisation, where value comes from items that enhance specific interactive worlds rather than generic platform-wide cosmetics. This requires creators and brands to co-design offerings that feel native to the gameplay environment, blending creator profitability with brand relevance.

Key Takeaways

Fortnite creators will be able to sell virtual items directly from December 2025, initially receiving 100 percent of revenue after fees through 2026.

The update introduces a third major revenue stream for creators, supplementing engagement payouts and brand integrations.

Brands gain a clearer path to measure ROI through experience-tied in-game items that must align with specific gameplay contexts.

Epic Games is positioning the initiative to counter creator migration to Roblox by offering more favourable early-term monetisation terms.

Success will depend on creators and brands developing items with functional or thematic relevance to individual Fortnite experiences.

What this means

Epic Games' decision to enable in-game item sales in Fortnite marks a pivotal moment in the platform's evolution as a destination for creator entrepreneurship and brand investment. By offering a compelling initial revenue share and tying virtual goods to specific experiences, Fortnite is tackling two pressing challenges: retaining creative talent in a competitive landscape and giving advertisers more accountable, engaging formats. The move borrows lessons from Roblox's mature creator economy while differentiating Fortnite through tighter gameplay integration. For brands, the chance to co-create meaningful, reward-based experiences with trusted creators could unlock deeper audience connection. As immersive, user-driven spaces grow in importance, initiatives like this will shape how value is created, shared, and measured inside virtual worlds.