Marketing communication activities and practices of Metaverse companies: Case study on Fortnite and Roblox

Metaverse is a platform where users can do more than they can in the real world. In the Metaverse, it is possible to have social interactions and economic transactions, just like in the world we live in. In addition, Metaverse serves humanity by blending technologies such as virtual reality, augmented reality and mixed reality in line with the needs of the modern world. Metaverse, which can also be defined as the combination of the physical and digital world with different technological tools, first made its name known in 1992 and is now seen as the future of the internet. Companies that want to take part in and profit from this technological field, which is rapidly developing and attracts the attention of the new generation, are entering the Metaverse ecosystem every day. That's because Metaverse offers brands a smart way to improve customer experiences by allowing them to incorporate functionality into their products and services. In this study, the marketing communication strategies and practices of Fortnite and Roblox, two popular game companies operating in the Metaverse, were examined. How these two companies are positioned in the Metaverse environments, which marketing communication tools they use, which target audiences they reach and what benefits they offer were analyzed. The limited number of studies on Metaverse marketing communication strategies in the literature makes this study valuable and provides direction for future research.