By Gavin Boyle
Disney is taking its partnership with Fortnite a step further as it debuts two episodes of its new Star Wars show TALES OF THE UNDERWORLD two days early on the video game platform.
“For the first time, Disney+ is premiering a show inside a game, launching alongside our largest Star Wars collaboration with Fortnite to date — giving fans and players an exciting first look at the kids of experiences they can expect as we shape a new future together,” said Sean Shoptaw, the executive VP of Disney Games and Digital Entertainment. “We’re building the next era of digital entertainment, where fans can play, watch, create and connect — and we’re just beginning to tap into what’s possible.”
“Disney and Epic are pioneering the future of social entertainment together, and this expansive Star Wars collaboration offers a glimpse into the type of interactive experiences we envision,” added Adam Sussman, the president of Epic Games, Fortnite’s developer. “We are reimagining what’s possible with immersive storytelling in Fortnite with one of the world’s most beloved franchises — stay tuned for a lot more to come.”
The massive collaboration comes after Disney bought a $1.5 billion stake in Epic Games in February 2024 with plans to use the game as a platform to promote its content in just this way. Even prior to buying the stake, Disney had used the platform to promote its content for years through crossovers with franchises like Jurassic Park and Marvel.
Related: Disney Buys $1.5 Billion Stake in Fortnite Developer Epic Games
“Disney’s investment in Epic Games tells you that conventional media and entertainment firms are finally ready to dive into the games industry,” Joost van Druenen, a lecturer on the business of games at NYU Stern School of Business, told Inverse in 2024. “It’s a watershed moment in entertainment with video games at the center.”
Turning to games like Fortnite as an avenue for advertising is an increasingly popular strategy among businesses as these platforms garner billions of playtime hours every month — providing an unparalleled amount of exposure. Games like Roblox and Minecraft have proven similarly effective as advertising tools, garnering dozens of partnerships with major brands and IPs looking to reach a wide audience.
“We often time the content releases with pop-culture moments like a movie release or anniversary celebration, or with relevant global topics like sustainability,” said Ada Duan, Microsoft’s — who owns the Minecraft brand — GM of brand management. “The Minecraft team works with our professional creator partners to make fun and engaging gameplay, while our licensing partners share any themes or elements they would like to feature in the game.”
Events like this Star Wars early release through video game platforms are likely to become more popular as companies continue to view them as viable advertising avenues.
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