Fortnite has made a major play, dramatically expanding the dataset available to its developers and partner brands. Until now, average active players was the platform’s sole public metric, offering limited visibility for benchmarking performance.
But that changed with the launch of Fortnite’s public data API.
Epic Games is now providing detailed player ecosystem data, giving brands and developers access to deeper analytics and insights that enable smarter, more targeted gaming strategies.
This week, GEEIQ integrated Fortnite’s latest API into its platform, giving brands new visibility into performance data across Fortnite’s creative ecosystem.
By the end of this article, you’ll know exactly which metrics to focus on to measure success on Fortnite. 👇
Is Fortnite right for your brand?
In the first half of this year alone, Fortnite hosted 58 new brand activations, with Food & Drink brands leading the charge. McDonald’s notably launched six separate activations.
So what does this mean for your brand?
Our data reveals that Fortnite’s social audience is predominantly male (89%), considerably higher than industry averages, with the largest age group being 25–29. The US remains Fortnite’s primary market, closely followed by the UK.
This makes Fortnite an exceptionally appealing platform for brands in categories like FMCG, entertainment, and music. That’s particularly the case for brands looking to engage a core Gen Z and millennial male demographic at scale.
What Fortnite data is available now?
Brands like Coach or Walmart can now use gaming data platforms, like GEEIQ, to get access to key Fortnite metrics. That includes:
- Total daily visits
- Average daily active users
- Active players
- Session time
- Time spent (hours)
- Favorites
- Recommendations
- Day-1 retention
- Day-7 retention
Brands can now make informed, strategic decisions about where and how to invest in Fortnite experiences. This makes it easier to maintain positive relationships with internal stakeholders, get buy-in, and ensure continued investment in gaming activations.
1. Session time
Session time is notably high on Fortnite, as the game is predominantly played on console and PC. For example, Battle Royale’s average session time is 12.18 minutes.
But a lower session time isn’t necessarily a red flag.
With Fortnite’s return to iOS, the platform is attracting a new wave of mobile-first players. Fortnite put this to the test with Blitz Royale, a scaled-down version of Battle Royale designed with mobile users in mind. It’s working exceptionally well, currently boasting an impressive 7.6m average Daily Active Users (DAU). That surpasses the original Battle Royale, which captured an average of 5.8m DAU over the past month.
However, Blitz Royale sessions average just 4.54 minutes. Rather than indicating lower engagement, this shorter session time reflects a strategic adaptation to mobile gaming behavior.
2. DAU
DAU (Daily Active Users) is crucial in the initial stages of your planning. It helps brands understand the scale of the potential audience available within an experience over a typical day. High DAU indicates a larger addressable audience and broader potential reach.
However, it’s important to set DAU within the context of other metrics. For example, active players.
3. Average active players
Average active players, on the other hand, help pinpoint exactly when this audience is most engaged, allowing for strategic activation timing. Average active player data enables marketers to optimize activation schedules, ensuring maximum exposure by targeting peak engagement periods.
You might ask, when do you prioritize average active players versus DAU?
The answer is, you need both at different stages of your Fortnite strategy.
Consider this scenario. You’re planning a 4-day partnership with Fortnite’s “Murder Mystery”. The experience averages 240.9k DAU, providing a substantial audience. However, analysis reveals peak engagement occurs predominantly on Thursdays, Fridays, and Saturdays. Rather than running a continuous 4-day campaign spanning weekdays with lower engagement, you might maximize impact by splitting your activation into two targeted weekend periods.
By strategically aligning your campaign timing with high concurrent player days, you amplify your reach, boost visibility, and enhance overall campaign performance.
Key takeaways
Fortnite’s evolving data ecosystem opens new doors for brands – but success isn’t defined by a single metric. Whether you’re measuring reach (visits), engagement (session time), loyalty (retention), or sentiment (favorites), the most impactful campaigns are those that view performance holistically.
By leveraging platforms like GEEIQ, marketers can:
- Understand where and when to activate (using DAU and concurrent players together),
- Track not just how many people came, but how long they stayed and whether they came back.
- And ultimately, make a stronger business case for ongoing investment in gaming.
No single number tells the full story. But together, they show you whether your virtual experience is truly resonating with your audience.
