LEGO Fortnite’s arrival elevates brand metrics

Fortnite has once again expanded its universe through a fusion with a major pop culture phenomenon. This time it's with LEGO. Recent data from YouGov BrandIndex shows that the announcement of the Lego Fortnite collaboration has positively impacted Fortnite’s brand metrics.

Fortnite’s Net Buzz score, which measures the amount of positive or negative attention a brand receives, saw a notable increase from 5.5 on December 6, just a day before the announcement, to a peak of 8.3 by December 17, 2023. This trend suggests a growing conversation and positive sentiment toward Fortnite in the wake of the Lego partnership news. Similarly, the game’s Quality score, reflecting consumer perceptions of a brand's excellence, also experienced a positive shift. Scores rose by 3.1 points from 12.5 on December 6 to a high of 15.6 by December 17.

As Fortnite evolves into an all-ages platform with a metaverse ambition, the data underscores the importance of such innovative partnerships. It reflects a gaming ecosystem that is inclusive, creative, and increasingly integrated, appealing to a broad spectrum of users, from individual content creators to large-scale game developers.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Fortnite’s Buzz score is based on the question: Over the past two weeks, which of the following brands have you heard something POSITIVE/ NEGATIVE about (whether in the news, through advertising, or talking to friends and family) and delivered as a net score between –100 and + 100. Quality score is based on the question: Which of the following brands do you think represents GOOD/POOR quality and delivered as a net score between –100 and + 100. Scores are based on an average daily sample size of 300 US adults between Dec 6 to Dec 17, 2023. Figures are based on a one-week moving average. Learn more about BrandIndex.

Cover photo by LEGO.com