Epic Games boss Tim Sweeney said he's not a big fan of traditional advertising and prefers for marketing in Fortnite to take the form of brand collaborations like themed cosmetics and branded concerts.

Speaking to Digiday, Sweeney said, "The best moments in Fortnite have been other brands entering the world of Fortnite--fashion companies, the Ferrari dropping into the world, Marvel and Star Wars crossovers."

"I think brand presence is a much healthier way for companies to get involved in the metaverse than advertising. Playing an ad is just annoying. Players hate it and they aren’t very engaged with that content--whereas, give them a drivable Ferrari or a cool shirt they can wear, and they love it," he concluded.