How Epic Games Used Twitter to Boost Their Player Base by Millions

The gaming industry has seen a significant shift towards social entertainment as play, with brands leveraging various motivations to engage their consumers. In this article, we'll explore how Epic Games, the creators of Fortnite, used Twitter to increase their player base and reestablish their brand identity.

Epic Games' Strategy: Leveraging Play Motivations

To understand the success of Epic Games' strategy, it's essential to identify the four motivations for users to participate in social entertainment as play. According to a case study, these motivations include:

1. The desire for excitement and thrill-seeking

2. Social recognition and reputation management

3. The need for relaxation and stress relief

4. The pursuit of learning and skill-building

Epic Games cleverly leveraged the second motivation - social recognition and reputation management - by offering free games to their Twitter followers. This strategy not only attracted new players but also encouraged existing ones to engage with the brand.

The Free Game Incentive Campaign: A Massive Success

In May 2020, Epic Games launched a campaign where they offered big triple-A titles, including the 2013 Game of the Year, Grand Theft Auto 5, for free every week. This move was unprecedented in the gaming industry, and it quickly gained traction on Twitter.

The campaign's success can be measured by the significant increase in engagement metrics. Tweets relating to the free games received an astonishing 1,000 retweets and 5,000 likes, while other posts only managed around 100 retweets and 500 likes.

As a result of this campaign, Epic Games saw a massive increase in their player base, with over 110 million users as of summer 2020. The company's brand quickly rose to popularity, and they managed to surpass their competitor, Steam, in terms of user engagement.

The Key Role of Twitter: A Platform for Social Entertainment

Twitter played a crucial role in Epic Games' success by providing a platform for social entertainment. The company used the platform to engage with their audience, share updates about upcoming free games, and create hype around their brand.

The campaign's success was not limited to the number of users it attracted but also the level of engagement it generated. Users were able to share their gaming experiences, connect with other players, and participate in online discussions, making Twitter an ideal platform for social entertainment.

Epic Games' successful campaign on Twitter demonstrates the power of leveraging play motivations and creating engaging content that resonates with gamers. By offering free games and encouraging social recognition and reputation management, Epic Games was able to increase their player base by millions.

As the gaming industry continues to evolve, it's essential for brands to adapt and innovate their marketing strategies. Epic Games' use of Twitter as a platform for social entertainment has set a new standard for gaming companies, and we can expect to see more innovative campaigns in the future.

In this article, I have discussed how Epic Games used Twitter to boost their player base by millions. By leveraging play motivations, creating engaging content, and using Twitter as a platform for social entertainment, Epic Games was able to reestablish their brand identity and surpass their competitor, Steam.

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