NFL expands Fortnite presence with sponsor Visa

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Dive Brief:

The NFL and longtime partner Visa teamed up to create the NFL Zone, a persistent presence in Fortnite Creative, a sandbox game, with multiple engagement opportunities, per information shared with Marketing Dive.
Launching today, the NFL Zone is designed to attract football and gaming fans alike with two mini-games based on popular Fortnite activities and virtual tailgating experiences. As the sponsor, Visa will have its name on a virtual stadium and have a role in the gameplay.
Reflecting the NFL’s efforts to expose younger consumers to football, the effort also includes a content series in partnership with undisclosed creators across sports and gaming. The destination will also leverage NFL players and their sizable social followings to raise awareness.

Dive Insight:

With Gen Z reportedly eschewing professional sports, the new NFL Zone appears designed to attract young fans to football, a demographic the NFL has often struggled with. The effort takes a long view, looking to sustain interest in the virtual destination and drive repeat visits, which has proven difficult in the metaverse.

“Through developing a robust catalog of content with top gaming personalities and pairing it with a persistent presence in the metaverse, we’ll be able to grow generational fandom off the field and enhance the connection audiences have with NFL football,” said Ed Kiang, vice president of video gaming at the NFL, in a release shared with Marketing Dive.

Visa’s involvement also signals the rise in intrinsic video game advertising. Such ads do not disrupt gameplay, but blend into the game environment. Hershey’s Oh! Henry brand recently found success with the strategy, increasing purchase intent by 6.9 points.

In addition, the NFL Zone, which was created in partnership with SuperAwesome, a developer whose technology provides tools for safe digital engagement, includes activities to keep fans and players…

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