September is a big month for virtual world platforms; first RDC, then Meta Connect, and now big news from Epic Games, who is making a major play for creator talent with announcements that fundamentally change how developers can earn on Fortnite. Between direct item sales, paid discovery placement, and enhanced payouts, September 2025 marked a turning point for the platform.
Here’s what Epic announced over the last months and what it means for the virtual worlds ecosystem.
1. Creators can now create and sell items directly in their islands
Starting December 2025, Fortnite developers can create and sell items directly within their Fortnite Creative islands using new UEFN tools and a Verse-based API.
The revenue split is aggressive:
- December 2025 through end of 2026: 100% of V-Bucks value (approximately 74% after platform fees)
- January 2027 onward: Standard 50% split (approximately 37%)
Epic directly compared their rates to Roblox’s 25% creator share and Fortnite’s promotional rate is nearly 3x higher.
Why this matters: This fundamentally changes creator monetization from pure engagement payouts to direct sales. In 2024, $352M was paid to creators from the engagement payout alone. What do we think this will reach in 2026 when sales revenue is added on top of that? For brands, this opens up a new opportunity to engage with the Fortnite audience beyond just an owned world or integration.
2. Sponsored Row brings paid discovery
Starting on November 24, 2025, creators can bid for placement in a new “Sponsored Row” within Fortnite’s Discover section. This used to be down to algorithmic placement, but creators can now scalably promote their islands, bringing them front and centre to the Fortnite audience. 100% of revenue from these ads flows into the engagement payout pool through 2026, bringing it all back to creators.
Why this matters: Gives visibility control for major launches and sustainable campaigns. For brands, this means discovery isn’t down to chance anymore for owned Fortnite Creative islands, but some sort of “guaranteed” visibility can be expected.
3. Creator Communities and enhanced payouts
Epic is rolling out Fortnite Creator Communities, which include integrated forums and messaging that let developers connect with audiences directly in-game. Players can follow creators for notifications and updates, reducing dependency on external platforms like Discord or X.
Starting November 1, creators who attract new or returning players earn 75% of those players’ contributions to the engagement payout pool for six months. The formula now rewards growth strategies, not just retention.
What this means for brands today
Epic’s push signals serious competition with Roblox for developer talent. The combination of direct item sales, paid discovery, creator communities, and enhanced payouts propels the developer infrastructure to build sustainable businesses.
According to the GEEIQ platform, brand integrations on Fortnite have grown at an average of 32% quarter-on-quarter since the beginning of 2024, compared to owned islands at 14% growth in the same timeframe. With these enhancements to the way creators can create, earn, and amplify, the benefits are undoubtedly going to expand into brands that activate on Fortnite. A limited-time integration can be amplified on Fortnite directly and not just through the brands’ social channels, bringing in the audience already on the platform.
I’m looking forward to seeing what the creator payout will look like at the end of 2026 and what sort of items will be created – will we see similar marketplace trends and item demands to Roblox?
Key takeaways
Epic’s latest updates mark a new phase in Fortnite’s creator economy – one that prioritises monetisation, visibility, and community. With the introduction of direct item sales, paid discovery, and creator communities, Fortnite isn’t just rewarding engagement but empowering long-term creator growth.
For brands, this evolution means new ways to activate within the platform, from amplified launches to sustained engagement through creator-led ecosystems. The gap between content, commerce, and community is closing fast.
