International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

In-Game Advertising Strategies in Fortnite: AIDA Model as a reference
Eiman Abdelmaksoud Abdalla Eissa

Advertisers are constantly looking for new marketing techniques and platforms to reach their target audiences. In-game advertising strategies within massively multiplayer role-playing games (MMORPG) started appearing. This research aims to investigate the application of in-game advertising in Fortnite, one of the most globally popular MMORPGs available today. An in-depth qualitative content analysis of the advertisements used in Fortnite is conducted in reference to the stages of the AIDA advertising model, which consists of attention, interest, desire, and action. Findings convey that Fortnite has efficiently applied AIDA as it managed to imbed the advertisements into the main setting and story-line of the game, encouraging players to take action and buy the virtual products being advertised.

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