Fortnite vs Roblox: Who Owns the Creator Economy?

Fortnite is no longer just a battle royale, it’s a platform, and Epic is making it clear that creators are the heart of its future. Starting in 2025, creators will be able to sell items directly on their islands and, through 2026, keep the full V-Buck value (minus transaction fees). After that period, the system shifts to a revenue share model, but the opening gambit is aggressive.

Why? Because Fortnite is going straight at Roblox, the undisputed leader in the creator economy. Roblox’s model famously gives creators about a quarter of the value from item sales after all cuts. By promising 100% upfront, Epic positions Fortnite as the friendlier home for creators.

What Makes This Strategy Bold

• Creator-first optics: By letting creators keep it all (for now), Epic signals it cares about their financial success, not just its own.

• Competitive differentiation: Direct comparison to Roblox’s smaller payout is meant to lure developers to Fortnite.

• Platform positioning: Fortnite is moving from “game with tools” to a true ecosystem where player-creators are also entrepreneurs.

Why This Matters for Marketing

• More creators = more content: As Fortnite creators churn out islands, cosmetics, and modes, the content pipeline explodes, giving Epic constant new marketing beats.

• Brand partnerships get easier: When creators have financial incentives, they are more willing to integrate brands, creating organic crossovers.

• Audience loyalty shifts: Young creators deciding between Roblox and Fortnite today could determine platform dominance tomorrow.

Takeaways

• Building a thriving creator economy isn’t just about tools, it’s about trust and fairness.

• Revenue share models are a marketing tool in disguise, they tell creators where to invest their energy.

• Platforms that prioritize creator earnings gain long-term cultural capital and loyalty.

• Competitive positioning, like Epic vs Roblox, can shape entire ecosystems, not just individual games.

Fortnite’s new model isn’t just about money, it’s about perception. By putting creators first, Epic isn’t only chasing Roblox’s audience, it’s trying to redefine what it means to build a game platform in 2025 and beyond.

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