On January 23, 2025, Epic Games released an important update to the Fortnite Island Creator Rules, bringing new clarifications that impact creators, businesses, and brands looking to engage with the Fortnite ecosystem.
If your brand is using Fortnite for marketing, product placements, or interactive experiences, these updates matter. Let’s break down the key changes and what they mean for your business.
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Key Updates in the 2025 Fortnite Rules
1. Stricter Guidelines on XP and Misleading Content
Epic has reinforced restrictions on misleading terms related to XP gains and rewards. Terms like “XP farm” or “coin slide” are no longer allowed in island metadata, thumbnails, or descriptions.
Why it matters: If your brand engages with Fortnite creators to design branded experiences, ensure that promotions remain clear and within the new guidelines.
2. Expanded Rules on Promotions and Contests
Contests and sweepstakes CANNOT be hosted inside a Fortnite island. Any reference to giveaways, rewards, or contests must occur outside of the game.
If a brand organizes a contest outside of Fortnite, it must include clear legal disclaimers, including: “This promotion is not sponsored, endorsed, or administered by Epic Games, Inc.”
Why it matters: Brands must now structure their campaigns carefully, ensuring they do not violate these contest rules while still leveraging Fortnite for engagement.
3. Branding and Sponsorship Guidelines
Brands are still welcome to collaborate with creators, but new restrictions apply:
- Branded content must not mislead players about Epic Games' involvement.
- No Fortnite-branded merchandise can be created or sold without prior approval from Epic.
- Sponsorships for Creator Picks are prohibited—brands cannot pay creators to feature experiences in their “Creator Picks” section.
Why it matters: Transparency is key. If your brand sponsors a Fortnite island, ensure all disclosures are clear and follow regulations.
4. Advertising Restrictions
Paid advertisements on TV and digital ad networks require Epic’s approval.
Brands can promote Fortnite experiences via owned channels (e.g., websites, social media) but must avoid buying ads using Fortnite-related keywords like “Epic Games” or “Fortnite.”
Why it matters: If your marketing strategy involves advertising a branded Fortnite island, you must follow Epic’s strict ad placement guidelines to avoid violations.
5. Hosting Events in Fortnite
Brands can host physical and online events to promote their Fortnite islands, but these must comply with Fortnite Event License Terms and Third Party Event Brand Guidelines.
Events cannot mislead players about official Epic Games involvement and must follow all community and content guidelines.
Why it matters: Hosting events in Fortnite can be an effective engagement tool, but brands need to ensure compliance with Epic’s policies to avoid potential penalties.
How Brands Can Adapt to These Changes
- Work with Experienced Fortnite Creators – Ensure your team or partnered creators understand the new guidelines and can build engaging yet compliant experiences.
- Avoid Misleading Promotions – Clearly communicate what players can expect from branded content and stay away from XP-related incentives.
- Redesign Sweepstakes Strategies – Instead of in-game promotions, move contests to social media or websites while still linking back to your Fortnite island.
- Follow Sponsorship & Disclosure Rules – If working with influencers or creators, ensure they properly disclose sponsorships following FTC and Epic’s guidelines.
- Leverage Events for Engagement – Use Fortnite events strategically to enhance brand presence while following all necessary guidelines.
Streamline Can Help
Fortnite continues to be a powerful platform for brands looking to engage with a vast, active community. However, with these new rules, companies must be more strategic and transparent in how they interact with players.
By staying informed and adapting marketing efforts accordingly, brands can continue leveraging Fortnite while remaining compliant with Epic Games' latest policies.
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