Fortnite and Star Wars Unveil In-Game Collaboration

Star Wars briefly left a galaxy far, far away for another realm closer to home—the Fortnite metaverse.

In case you missed it

On Saturday, Disney released a new trailer for Star Wars: The Rise of Skywalker on a virtual screen in Risky Reels, Fortnite's drive-in movie theater. And director J.J. Abrams dropped in for a live interview. While wearing his Fortnite skin, Abrams said he'd "never been thinner" before transforming into a dancing Stormtrooper. Things got weird.

Other highlights:

• There was a lead-in aerial battle between the Millenium Falcon and Tie fighters (you can probably guess who won).
• At the end of the 13-minute event, a loot box dropped lightsabers that players could use to duel.

A promotional win-win

As creative strategist Jack Appleby tweeted, both entertainment powerhouses brought unique advantages to the digital table: Fortnite has 250+ million players and a younger crowd coveted by advertisers. And Star Wars brings its galactic legacy and brand affinity.

• Along with the live event, the two companies are rolling out in-game promotions like Stormtrooper skins and themed challenges.

Don't blink or you'll miss it

It's difficult for games to hold on to players, whose loyalty tends to drop with time. But with reworked seasons, new virtual "emotes" and skins, and live events like a Marshmello concert attended by 10 million players, Fortnite is constantly producing sticky experiences.

But parent company Epic Games wants Fortnite to be more than just a game. It's already become a digital third place, i.e. a social gathering spot that's not the home or office. And Epic execs said the underlying Unreal Engine platform is powering video game development, entertainment experiences, and content creation (even Hollywood is starting to use it). These pitches only get more compelling with advances in mixed reality technology.

+ Prediction time: Baby Yoda comes to Fortnite. You heard it here first.