Competitive Edge - Sports & Entertainment Marketing News

Disney Invests $1.5 Billion in ‘Fortnite’ Developer Epic Games: ‘Our Biggest Foray Into the Game Space Ever,’ Iger Says

Disney is investing $1.5 billion in “Fortnite” developer Epic Games in what will be the Mouse House’s “biggest foray into the game space ever,” Disney CEO Bob Iger announced Wednesday.

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Discussion Questions:

  1. Disney’s CEO suggests the company isn’t just investing in a relationship with Epic Games, it is creating a huge Disney universe. What does that mean?
  2. What is a marketing plan?
  3. What does Disney’s interest in partnering with Epic Games tell you about the company’s current marketing plan?
  4. What is a brand?
  5. Is Disney a brand? Epic Games? What about Fortnite?
  6. What is brand extension?
  7. How might this partnership provide Disney with a brand extension opportunity?
  8. How might this partnership change the way Fortnite looks in the future?
  9. What is merchandising?
  10. According to this story, how might this also present a merchandising opportunity for Disney?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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