Snoop Dogg and his son Cordell Broadus are starting Death Row Games, a studio built to support minority creators developing and publishing within Fortnite via its Unreal Editor. Death Row Games builds on previous business collaborations between the father-son duo.

As Afrotech reported, both Snoop Dogg and Cordell Broadus have conducted business in video games before. Snoop Dogg was a playable character in Call of Duty and Broadus was a creative director on the crypto gaming game Doge Dash. The pair have also collaborated in a variety of tech ventures, such as the NFT comic book SUPERCUZZ and an interactive dessert restaurant collaboration with Food Fighters Universe.

Death Row Games seeks to put underserved creators in creative control, albeit within Fortnite's tools. "Let’s really put resources into building Death Row Games and making a home for diverse creators in the gaming ecosystem and be a part of the narrative, the storytelling of what the next game should be looking like." Broadus told Afrotech, "And I keep saying 'show representation of the culture in these sectors,' versus us just being the talent. We wanted to make sure that we're part of the decision that's being made and more importantly tell these stories from diverse creators and focus on creatives in underserved communities."