‘Fortnite’ developer Epic Games wants to take on ‘Roblox,’ and brands should pay attention

Fortnite fans will soon be able to build their own games-within-the-game. The developer of the battle royale title, Epic Games, has announced that Fortnite will soon function as a creation tool thanks to the launch of a product called Unreal Editor.

As its name implies, the Unreal Editor is built on Epic Games’ Unreal Engine, which has been the company’s signature physics platform for the past 25 years. Players who download the Editor will be able to design, develop, and publish games within Fortnite. “With many of Unreal Engine 5’s powerful tools and workflows at your fingertips, including custom asset import, modeling, materials and VFX, Sequencer, and Control Rig,” reads a description on the Epic Games website, “you’ll have a whole new world of options for producing and publishing games and experiences for Fortnite that can be enjoyed by millions of players.”

Subscribe to get the latest creator news


The new product is significant because it gives Fornite — and, by extension, Epic Games — the ability to compete with Roblox 

and its own set of creation tools. The rise of derivative worlds within video game platforms has introduced many players to the metaverse while also transforming Roblox from a little-known sandbox title to one of the most impactful technologies in the world.

Roblox has been able to link up with companies like Spotify and Chipotle by helping them design their own spaces and games within its platform. Through Fortnite‘s Unreal Editor, Epic Games will be able to engineer similar partnerships. When you consider Fortnite‘s massive user base, which includes millions of players at any given time, the new world creator looks like a sweet deal for both consumers and brands.

The Fortnite team has been preparing to take on Roblox for some time. Last year, the game got a graphical update. Thanks to that makeover, the new games developed in the Unreal Editor will come out looking good.

Published by
Sam Gutelle

Recent Posts

Creators on the Rise: Eddy Adams is the man beehind one of TikTok’s most viral effects

Welcome to Creators on the Rise, where we find and profile breakout creators who are…

8 hours ago

True crime YouTuber Kendall Rae and her husband Josh Thomas have signed with Night

Kendall Rae and Josh Thomas have new representation. The husband-and-wife duo, known for hosting podcasts like Mile Higher…

10 hours ago

The Sidemen are opening ten new brick-and-mortar locations for their fried chicken concept

As the Sidemen rake in billions of views on their namesake YouTube channel, they're opening…

12 hours ago

Chipotle’s partnering with 89 Twitch streamers for “Super Ultra Combo Week”

Chipotle is proving yet again that it pays close attention to the creator economy. The…

13 hours ago

GothamChess signs with Night (Exclusive)

Night now has a chess master on its roster. Levy Rozman, an International Master and…

17 hours ago

Streamers on the Rise: Caitibugzz on why Twitch streamers shouldn’t chase viewers

Welcome to Streamers on the Rise, where we find streamers who are growing their channels,…

1 day ago