Epic’s Fortnite is the marketer’s holy grail: a global phenomenon attracting Gen Z players at huge scale in addition to millennials is an online video game, somehow both geeky and cool, underground and mass market. There are important takeaways from the game’s tremendous success for marketers aiming to reach the same audiences.

Fortnite is free to play in when users select the "battle royale" format, and it’s exactly this feature that first oxygenated its popularity when released earlier this year. The game’s success has been amplified by social media acknowledgement from star athletes, celebrities and influencers alike, creating impact that will be typified by top soccer stars leading up to this summer’s World Cup.

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