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10.7 M People Attended a Fortnite Concert in 2022: How Does That Sell Tickets?

On December 13, 2022 at 11 AM Eastern, I’m running my annual numbers to know webinar: 2023: Sell More Tickets…Know These Numbers.

It is FREE. So sign up now.

This morning, I wanted to give you a quick preview of what you’ll learn during the session.

10.7 Million People Attended a Fortnite Concert in 2022:

This highlights the idea of the metaverse.

While it is unlikely that the version that Meta is offering will end up being the thing we know as the metaverse, the trend of people spending more time in virtual worlds is continuing.

It is projected that 25% of people will spend an hour or more a day in the metaverse by 2026. Before you go, “No way”, realize that playing Fortnite, FIFA, or Roblox can all be considered being in the metaverse.

The challenge is what form will this take?

No one knows.

What we do know is that APAC countries received shipments of 2.19M VR headsets in 2022. That is a 60.8% increase from 2021.

It is crucial to consider the metaverse as the entire universe of online gaming and activities because most people don’t think about these “worlds” as singular with clear distinctions. Instead, people think about the metaverse/gaming/online as one big world.

This world has a lot of opportunity because we saw a 5% increase in video game purchases in 2022 up to $195B.

This growth isn’t just happening in western countries like the US and the UK either. Since 2022, we are seeing annual growth of 5.6% in Africa, Asia, the Middle East, and Latin America.

An interesting statistic here is that globally there are more gamers over the age of 45 than under the age of 18.

Why do we play?

93% of people play to find joy.

91% play for mental stimulation.

89% play to relieve stress.

77% of parents play with kids…I know this is true because of the raging battles of FIFA with the boy and the fact that my neighbor also plays with him online. (Maybe we play too much FIFA in my neighborhood.)

And, we play for the community because 83% of people play with other folks, up from 65% in the lockdown year of 2020.

How does this number help you sell tickets?

First, you should look at the benefits that people are getting out of video games.

Joy. Stimulation. Stress relief.

Are our games and events filling those needs or is going to the game another stressor or not a relief?

Do we even know?

Second, who are people playing with?

Others, family, friends, and strangers that become friends through the virtual community.

Is this something we highlight enough?

Are we discussing the benefits of being together?

Do we highlight the connections?

Finally, the expansion of virtual worlds is an opportunity.

In my opinion, branding has taken a back seat in many organizations for the last many years.

Knowing that people are spending time in games and virtual worlds, it is a chance to rethink how we are elevating our top-level brand awareness.

FIFA, NBA2K, Madden, and Netflix’s Formula 1 show are all examples of tools to raise awareness. Harry Kane even had a skin in Fortnite recently.

Knowing people are in the virtual worlds provides an opportunity to reach people where they are, elevating their exposure to your brand, and giving you another chance to being the process of developing associations with your brand that will potentially lead to more ticket sales in the future.


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