A influência do Multiverso como estratégia de engajamento e consumo de produtos no Fortnite

Abstract

This study investigates how the integration of the multiverse concept in the game Fortnite functions as a strategy for engagement and stimulation of digital product consumption. The research, exploratory in nature and with a qualitative approach, was conducted through questionnaires applied to active players, aiming to understand consumption behaviors, motivations, and perceptions regarding cosmetic elements and transmedia collaborations within the game. With a sample of 128 participants, the results show that the inclusion of characters and universes from pop culture, combined with a variety of game modes and constant updates, significantly contributes to player immersion, strengthening the bond with the platform and encouraging the purchase of virtual items. The study concludes that Fortnite operates as a cultural and commercial ecosystem, in which digital marketing strategies and hedonic consumption intertwine, promoting personalized and emotionally engaging experiences.