CASE STUDY 1 READING FIRST You are going to read a marketing case study related to the video game Fortnite. Six sentences have been removed from the text. Choose from the sentences A-H the one which fits each gap. There are two extra sentences which you do not need to use. Fortnite: A Marketing Case Study Fortnite is an online video game and game platform developed by Epic Games and released in 2017. It is a survival game where 100 players fight against each other in player versus player combat to be the last one standing. 1. There are an estimated 125 million players on Fortnite. Fortnite serves as an exemplary case study in marketing since it effectively utilises the 4 Ps: Product, Price, Place, and Promotion. Product: Fortnite offers a compelling product with its dynamic, engaging gameplay that combines building, survival, and combat elements. 2. Seasonal events and collaborations with major franchises like Marvel and Star Wars ensure ongoing player interest. Price: The game employs a free-to-play model. 3. Revenue is generated through in-game purchases, such as battle passes, which provide aesthetic and experiential enhancements without affecting the game. This approach ensures that all players have A Fortnite is available across multiple platforms, including consoles, PCs, and mobile devices. B Its continuous updates and new content keep the game fresh and exciting. C So new users are first compelled to download the game by their favourite streamers and friends. D This significantly lowers the barrier to entry and attracts a vast and diverse player base. access to the core game while offering paid extras for those who wish to personalise their experience. Place: 4. This cross-platform availability increases its accessibility, allowing players to engage with the game regardless of their preferred device. Epic Games also ensures that updates and new content are simultaneously released across all platforms, providing a consistent experience for all users. Promotion: Epic Games utilises clever promotional strategies, leveraging social media, influencer partnerships, and in-game events. 5. Promotional events, such as live concerts, create unique experiences that attract both existing players and new audiences. These events generate substantial media coverage and word-of-mouth marketing. 6. By skilfully applying the 4 Ps of marketing, Fortnite has not only attracted a large and dedicated player base but also maintained its position as a leading force in the gaming industry. Adapted from: https://liquidcx.co.uk/fortnite%E2%80%8A%E2%80%8Aa-marketing-case-study/ E The original concept for Fortnite wasn9t necessarily a costly failure but it wasn9t a major success either. F It is a fast-paced, action-packed game, where strategic thinking is a must in order to survive. G Collaborations with popular gamers and celebrities increase visibility and engagement. H The aim is to further boost the game9s popularity. glossary compelling: avvincente to leverage: sfruttare revenue: entrata finanziaria word-of-mouth: passaparola 144 Topic 6 " SCREENS