With Fortnite, Epic Games has mastered the art of the crossover—so why do so few other developers follow its lead?

GamesBattle RoyaleFortniteWith Fortnite, Epic Games has mastered the art of the crossover—so why do so few other developers follow its lead?When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.

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(Image credit: Epic Games)

Alan Wake riding Shenron from Dragon Ball in Fortnite.

Over the past seven years, Fortnite has established itself as the premiere home of videogame crossovers. DC, Naruto, Star Wars, Family Guy, Street Fighter, Ferrari, Balenciaga, the NBA, Lady Gaga… the list goes on. Fortnite has had crossovers with some of the biggest brands and pop culture phenomena of our time—in what other game could Alan Wake ride Shenron into battle against Davy Jones? It would be naive to suggest that they haven’t contributed hugely to its success.

But Fortnite is, of course, far from the only game to do crossovers. Overwatch 2, for example, has featured Cowboy Bebop and K-pop group Le Sserafim, while Apex Legends has also teamed up with Star Wars and Naruto, and Destiny 2 has included content based on Ghostbusters, D&D, and more. None of these games has managed to come close to Fortnite’s level of success with these kinds of events, however—so what’s the secret that makes its crossovers make such a bigger splash?

Let’s use Overwatch 2 as an example of the difference in approach. Right now, it has a crossover running with My Hero Academia. This includes a few skin bundles and some challenges you can complete to unlock unique sprays. Ignoring the fact that only one of these skin bundles would set you back more than $20 worth of in-game currency, this is about as surface-level as a crossover can get. There are no unique changes to the game, meaning the only way to participate in the event if you aren’t willing to fork out for the skins is to complete the event challenges. Unfortunately, all of these challenges simply require you to play a certain number of matches, so engaging with the event essentially boils down to playing the game exactly as you would normally.

Fortnite also added some My Hero Academia skins to the game during Chapter 4 Season 1 back in 2022 (and not to harp on about Overwatch too much, but they were a bit cheaper than $20). But while the cosmetics were there for those who wanted them, this event went far beyond just skins. It included a unique weapon, the Deku Smash, taken straight out of the anime, and a fully new map with its own minigame was added, with a set of unique challenges to complete to earn rewards.

(Image credit: Blizzard Entertainment)

A Deku skin for Tracer in Overwatch 2.

Imagine you have never played Fortnite or Overwatch 2, and a crossover event for your favourite franchise begins in both games. Are you going to play the one with minimal content and a few skins, or the one with themed weapons, maps and minigames, almost all of which you can access free of charge? What Epic Games gets right that so many other developers don’t is that these crossovers are more than just a couple of references slapped into the game for existing players—they offer things substantial enough to be worth downloading the game for.

Fortnite’s current season isn’t just made for Fortnite players who happen to like Marvel—it’s made for Fortnite fans and Marvel fans alike. Regular Fortnite players get the benefit of new maps, weapons, and bosses to fight, while Marvel enthusiasts are offered a new way to experience their favourite series. Whether you joined two weeks ago to try out Captain America’s shield, or two years ago for the Kamehameha, there’s something exciting there for you. It’s a constant stream of reasons for people to return to the game or try it for the first time.

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(Image credit: Behaviour Interactive)

Pyramid Head holding a survivor prisoner in Dead by Daylight.

In both games, it speaks to a much greater willingness to let the guest franchise be the star of the show—knowing that ultimately the game around it will benefit. In Fortnite’s case, the developer seems happy to make space for almost any crossover if it thinks people will be excited, and it can be really astonishing how effective it is. When Metallica was featured in Fortnite Festival earlier this year, for example, I saw clips on social media of middle-aged metalheads trying out the game, just because their favourite band was playing a couple of virtual shows—how many other games can boast that kind of reach?

Admittedly this might be a little harsh on the competition. Games like Overwatch have a firmer sense of lore and theme. Where Fortnite can play fast and loose with its world, for most other games it isn’t quite so simple. Throwing a random Spider-Man-themed map into the mix would risk diluting the game’s setting and upsetting die-hard fans.

And while Fortnite’s formula is free for all to see, emulating it directly is certainly easier said than done. Epic is a juggernaut to compete with, flush with resources and with the connections and momentum to secure any crossover it likes.

(Image credit: Epic Games)

Davy Jones aiming a gun at Alan Wake in Fortnite.

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