Fortnite Marketing Strategy 2024: A Case Study

In 2019, Fortnite, developed by Epic Games, generated a staggering $1.8 billion in revenue, solidifying its position as one of the most successful games in the industry. With 350 million registered players as of May 2020, Fortnite’s innovative marketing strategies have played a significant role in its global success.

Fortnite’s marketing strategy encompasses various tactics, including digital marketing, social media campaigns, collaborations with influencers, and strategic brand partnerships. By leveraging these techniques, Fortnite has successfully created a strong presence within the gaming community and beyond.

Key Takeaways:

• Fortnite generated $1.8 billion in revenue in 2019, highlighting its financial success within the industry.
• With 350 million registered players, Fortnite has built a massive and loyal player base.
• The game’s unique marketing strategies, such as digital marketing, social media campaigns, and partnerships with influencers and brands, have contributed to its global success.
• Fortnite’s success is attributed to its engaging gameplay, regular updates, and strategic collaborations with cultural giants like the Avengers, Travis Scott, and Ariana Grande.
• The game’s monetization techniques, including in-game purchases, seasonal Battle Passes, and limited-time skins, have contributed significantly to its revenue.

The Four P’s: Product, Price, Promotion, and Place

When it comes to the success of Fortnite, it’s essential to understand the strategic approach taken by Epic Games in their marketing strategy. Applying the Four P’s framework – Product, Price, Promotion, and Place – has been instrumental in Fortnite’s rise to popularity and its continuous growth.

Product

The product itself plays a crucial role in Fortnite’s success. With its unique battle royale gameplay and visually appealing graphics, Fortnite stands out in the gaming market. The game’s free-to-play model has allowed it to attract a massive player base, leaving a lasting impression on both casual and hardcore gamers alike.

In keeping with the Four P’s framework, Fortnite’s success can be attributed to its ability to continuously innovate and provide an engaging and immersive gaming experience. The game regularly introduces fresh content, limited-time events, and collaborations with popular brands and artists, ensuring that players always have something new and exciting to experience in the Fortnite universe.

Price

The pricing strategy employed by Epic Games for Fortnite contributes to its success. While the base game is free to play, players have the option to purchase in-game cosmetic items through microtransactions. By offering a range of customization options, Epic Games taps into consumer preferences and the desire for personalization, generating significant revenue while keeping the game accessible to all players.

Furthermore, Fortnite’s pricing strategy also includes collaborations with brands and artists to offer exclusive in-game items and experiences, often at a premium price. These limited-time offerings create a sense of exclusivity and scarcity, driving player engagement and fostering a deeper connection with the game.

Promotion

Fortnite’s marketing strategy heavily relies on digital channels and innovative promotional tactics. Epic Games leverages social media platforms like TikTok, Instagram, and Twitter to engage with fans and create a sense of community. They frequently share game updates, teasers, and user-generated content, fostering a vibrant online presence and encouraging player participation.

In addition to organic social media engagement, Fortnite strategically partners with popular influencers, athletes, and artists to promote the game. Collaborations such as in-game concerts by artists like Ariana Grande and Travis Scott have showcased Fortnite’s ability to create unique and immersive experiences, attracting even more players and generating significant buzz in the gaming community.

Place

Fortnite’s availability on multiple platforms is a key aspect of its marketing strategy. By ensuring that the game can be played on various devices, including PC, console, and mobile, Epic Games maximizes its reach and accessibility. Players can enjoy Fortnite wherever they are, allowing for a seamless and consistent gaming experience irrespective of the platform.

Furthermore, Epic Games has made Fortnite easily accessible through its digital distribution platform, Epic Games Store. This direct-to-consumer approach allows for greater control over the distribution process and enables the company to establish a direct relationship with its players.

Overall, Fortnite’s success can be attributed to its effective implementation of the Four P’s framework. By continually innovating its product, employing a strategic pricing strategy, leveraging digital marketing channels, and ensuring wide availability, Epic Games has been able to position Fortnite as one of the most popular and engaging games in the world.

Product Innovation: The Unique Gameplay of Fortnite

In the world of online gaming, Fortnite has revolutionized the battle royale genre with its innovative gameplay mechanics, captivating millions of players worldwide. The game’s success can be attributed to its unique combination of intense combat, strategic building mechanics, and immersive experiences.

Fortnite’s gameplay is centered around the thrilling battle royale mode, where up to 100 players compete against each other in a fight for survival. The game’s fast-paced and dynamic nature keeps players on their toes, creating adrenaline-fueled moments that keep them coming back for more.

One of the key elements that sets Fortnite apart is its building mechanics. Players have the ability to gather resources and construct structures on the fly, allowing them to create their own fortresses, navigate the environment, and gain a tactical advantage over their opponents. This unique feature adds an extra layer of strategy to the gameplay, making Fortnite a game of skill and creativity.

Fortnite’s building mechanics have not only captured the attention of players but also brands and developers looking to collaborate within the game. The open-world survival and crafting mode created by Lego within Fortnite became the most popular game mode, showcasing the success of this collaboration and the potential for brand innovation within the game.

Immersive experiences are also a crucial aspect of Fortnite’s gameplay. The game regularly hosts in-game events that transcend traditional gaming experiences. For example, Fortnite’s “Big Bang” event featuring a live performance by Eminem attracted over 11 million concurrent players, highlighting the massive reach of in-game events and the platform’s ability to captivate its audience.

The Creative Mode in Fortnite has become a popular choice for brand activations, enabling companies to create unique and tailored experiences for the community. Brands can collaborate with players and developers to design custom maps, challenges, and interactive elements, further enhancing the player experience and fostering brand engagement.

Fortnite Gameplay Statistics

Fortnite’s gameplay mechanics and immersive experiences have created a cultural phenomenon, appealing to a broad demographic of players. Its dynamic nature, constant updates, and integration of popular trends have solidified its status as a pivotal part of youth culture, making it an attractive platform for brands looking to engage with the younger generation.

Brands that collaborate with Fortnite have the opportunity to tap into a massive, dedicated player base and showcase their products or services in innovative ways. With over 100 brands already having collaborated with Fortnite, it is clear that the platform’s popularity among various companies for marketing opportunities is unparalleled.

Strategic Collaborations: From Avengers to Ariana Grande

Fortnite’s ability to collaborate with cultural icons and host in-game events has been instrumental in its continued success and popularity. These strategic collaborations have allowed Fortnite to tap into different audiences and stay culturally relevant in the ever-changing gaming landscape.

One notable example is Fortnite’s partnerships with popular streamers like Tyler “Ninja” Blevins and Herschel “Dr DisRespect” Beahm. These collaborations have proven to be highly effective, showcasing the significant influence that these streamers have over younger audiences within the gaming community.

However, Fortnite’s collaborations extend far beyond individual streamers. The game has successfully partnered with renowned brands and franchises such as Marvel, Balenciaga, Netflix, Star Wars, and Ralph Lauren. These collaborations have blurred the lines between gaming, entertainment, and culture, resulting in successful marketing campaigns and unique experiences within the game universe.

The strategic partnerships do not stop at external brands and franchises. Epic Games, the company behind Fortnite, has also partnered with multiple brands and 3D game developers, exemplifying the potential for brands to create activations independently within the Fortnite platform. This showcases Fortnite as an open platform for unique brand experiences, allowing businesses to tap into its massive user base for brand outreach and engagement.

The implementation of in-game branding strategies has been key to the success of these collaborations. Fortnite has utilized various techniques such as exclusive skin releases, branded items, store fronts, and even branded map integrations. This level of versatility and creativity allows brands to connect with their target audiences in innovative and engaging ways within the Fortnite environment.

Overall, Fortnite’s strategic collaborations have played a significant role in its growth and success. By partnering with cultural icons and brands, Fortnite has become more than just a game, evolving into a cultural phenomenon. As the gaming industry continues to evolve, collaborating with different IPs, brands, and organizations will be crucial for brands aiming to meet modern consumers’ expectations in digital experiences.

Effective Marketing Strategies: Understanding the Audience

Fortnite’s success can be attributed to its effective marketing strategies, which revolve around understanding and engaging with its audience. By analyzing data and demographics, Fortnite tailors its campaigns to resonate with its target market, creating a personalized connection with players.

One key aspect of Fortnite’s marketing strategy is embracing live-streaming communities. With the rise of platforms like Twitch and YouTube Gaming, Fortnite capitalized on this trend by encouraging players to share their gameplay and engage with viewers. This not only increased the game’s visibility but also created a sense of community and excitement among players.

Connecting with Influencers

Another crucial element of Fortnite’s marketing approach is collaborating with prominent influencers. The game strategically partners with cultural icons from the entertainment industry, such as Avengers and Ariana Grande, to create unique in-game experiences and generate buzz. These collaborations not only attract new players but also strengthen the game’s brand image and appeal.

Fortnite’s marketing strategies extend beyond traditional advertising methods. The game leverages the power of social media platforms, particularly Instagram, to engage with its audience. By consistently posting content and interacting with followers, Fortnite maintains a strong online presence, elevating its brand visibility and fostering a loyal fan base.

A Focus on Player Engagement

Fortnite’s marketing efforts prioritize player engagement and participation. The game regularly introduces updates, events, and challenges to keep players invested and excited. This strategy creates a sense of anticipation and encourages players to continue playing and exploring the game’s offerings.

In addition, Fortnite’s revenue model relies heavily on selling in-game cosmetic items like skins and emotes, as well as premium Battle Passes that offer exclusive rewards. This approach allows players to customize their gameplay experience without affecting the core gameplay itself, a strategy that has proven highly successful in generating revenue.

Overall, Fortnite’s marketing strategies exhibit a deep understanding of its audience and their preferences. By embracing live-streaming communities, collaborating with influencers, and prioritizing player engagement, Fortnite continues to dominate the gaming industry and maintain its position as a cultural phenomenon.

Monetization Techniques: Maximizing Revenue

Fortnite, the popular free-to-play game, has adopted various monetization techniques to maximize its revenue. Through a combination of in-game purchases and virtual currency, Fortnite has created a successful business model that not only attracts a broad player base but also generates substantial profits.

At the core of Fortnite’s monetization strategy is the use of virtual currency called V-Bucks. Players can purchase V-Bucks using real money and then use them to buy cosmetic items like skins, emotes, and pickaxes. These items have no impact on gameplay but allow players to customize their characters and express their individuality within the game.

Fortnite also offers limited-time skins, seasonal Battle Passes, and exclusive items to create a sense of urgency and exclusivity. By continuously releasing new and exclusive content, Fortnite appeals to its dedicated player base and creates a constant demand for in-game purchases.

One of the key advantages of Fortnite’s monetization strategy is its ability to balance the free and paid content. While the game is free to play, the availability of premium content provides an opportunity for players to support the game and enhance their gaming experience. This freemium model allows Fortnite to attract a wide audience while still generating significant revenue.

In addition to in-game purchases, Fortnite has leveraged sponsorships and partnerships with brands to further boost its revenue. Collaborations with popular franchises and artists, such as the Avengers and Ariana Grande, have not only brought in substantial income but also increased the game’s visibility and appeal to a broader audience.

To maximize its revenue potential, Fortnite utilizes various core advertising module strategies. These include banner ads, interstitial ads, exit game ads, icon drop, offerwalls, and coupon offers. By integrating these ads seamlessly into the gameplay experience, Fortnite strikes a balance between monetization and user experience, ensuring that players remain engaged and satisfied.

Fortnite’s monetization techniques have proven to be highly effective. Users remember in-app ads 47% of the time, demonstrating the impact of advertising within the game. Additionally, 50% of users find mobile ads visually pleasing, indicating that these ads are well-integrated and designed to enhance the user experience.

Rewarded videos, a popular ad format, have been especially successful for Fortnite. Not only do they have the highest eCPM (effective cost per thousand impressions) of any other ad format, but they also have the potential to boost purchases by up to 6 times according to ironSource. Meanwhile, in-app video ads outperform banner ads with a 56% better click-through rate (CTR), highlighting their effectiveness in capturing player attention and driving engagement.

In summary, Fortnite’s monetization techniques, including in-game purchases, virtual currency, sponsorships, and carefully integrated ads, have allowed it to generate substantial revenue while maintaining a loyal player base. By offering a combination of free and paid content, Fortnite has created a balance that attracts and retains players while maximizing its profit potential.

Challenges and Controversies: Addressing Addiction and Legal Issues

Despite its phenomenal success, Fortnite has not been immune to challenges and controversies. One of the major concerns raised by parents, educators, and health professionals is the addictive nature of the game, particularly among young players. With approximately 400 million players worldwide, Fortnite addiction concerns have become a hot topic of discussion.

Fortnite has taken steps to address these concerns by implementing features that encourage players to take breaks and manage their playtime responsibly. The game includes reminders and notifications that nudge players to engage in other activities and maintain a healthy balance between gaming and real-life responsibilities. By promoting responsible gaming habits, Fortnite aims to alleviate the addiction concerns associated with excessive playtime.

In addition to addiction concerns, Fortnite has also faced legal battles and controversies. One notable legal dispute involved Epic Games, the developer of Fortnite, clashing with tech giants Apple and Google over app store policies and fees. Epic Games filed lawsuits against both companies after Fortnite was removed from their respective app stores. The legal battle unfolded globally, sparking a heated debate about app store monopolies and the control they hold over developers’ revenue streams.

Besides the app store dispute, Epic Games has faced other legal challenges. In December, the company agreed to pay $520 million US in fines and rebates to settle a lawsuit filed in B.C. Supreme Court, alleging breaches of consumer protection laws. The lawsuit sought damages for various claims, including “unjust enrichment” and compensation for psychological or physical injuries arising from the game.

Epic Games has also faced scrutiny from the United States Federal Trade Commission (FTC) for violating rules such as the Children’s Online Privacy Protection Act (COPPA). The FTC alleged that the company collected personal information from kids under 13 without parental consent and enabled risky voice and text chat by default. As a result, Epic Games reached a proposed $275 million settlement with the FTC, with additional fines, such as the $245 million settlement for using digital dark patterns to bill players for unintentional in-game purchases.

These legal battles and controversies highlight the complex nature of operating in the gaming industry. As Fortnite continues to capture the attention of millions of players worldwide, the game’s impact on behavior, addiction concerns, and legal issues shape the ongoing dialogue surrounding the future of gaming.

The Impact on Behavior and Addiction Concerns

Fornite’s popularity has raised concerns about its impact on player behavior and addiction. With the World Health Organization recognizing “gaming disorder” as a condition, the urge to keep playing Fortnite can reach unhealthy levels. However, it’s important to differentiate between casual play and unhealthy obsession, as not every student who enjoys Fortnite is destined for video game addiction.

Fortnite and similar games have been found to have some positive effects as well. They can reinforce valuable learning skills such as teamwork, collaboration, strategic thinking, spatial understanding, and imagination. Some players even utilize math and physics concepts outside of the gameplay for strategic planning, calculating jump angles, and fight probabilities.

Furthermore, teamwork within games like Fortnite can promote pro-social behavior beyond the virtual world. Players learn to communicate, cooperate, and work together towards a common goal. This can have a positive impact on their social interactions and relationships.

Fortnite’s impact is not limited to entertainment alone. It can also be used as a classroom engagement tool, encouraging teachers to make intellectual connections and facilitate media analysis discussions. While it’s important for teachers to ensure that students keep their phones out of sight to minimize distractions, strategic use of Fortnite in an educational context can be beneficial.

On the business side, Fortnite’s success is undeniable. In 2019, it generated an incredible $1.8 billion in revenues, making it the highest-earning game of the year. With a massive player base of 300 million gamers worldwide, Fortnite continues to dominate the market.

However, concerns about addiction persist. The near miss effect in gaming psychology, where players believe that small mistakes led to their defeat, drives them to continue participating even after losing. Additionally, the game’s design intentionally incorporates addictive elements, such as the variable interval schedules and daily quests, to keep players engaged and coming back for more.

Fortnite’s impact is not limited to individuals. It has even been cited as a reason for a significant number of divorces in the UK. It accounted for approximately 5% of all divorces in the country, emphasizing the extent to which it can affect relationships and personal lives.

Epic Games, the creator of Fortnite, faced legal battles regarding addiction concerns. Video game addiction lawyers have addressed cases of severe addiction, particularly among minors and young adults, alleging that the game intentionally includes addictive features. This has prompted discussions about the need for rehabilitation and responsible gaming practices.

In conclusion, while Fortnite has its merits in terms of learning skills and social interactions, it also raises concerns about addiction and its impact on behavior. Responsible gaming practices, open communication, and parental guidance are essential in mitigating any negative effects. Epic Games has taken some steps to address addiction concerns by providing tools that allow players to set time limits and promote healthy gaming habits. Overall, the impact of Fortnite on behavior and addiction should be navigated with caution and a focus on responsible gaming.

Legal Battles and App Store Policies

Fortnite, developed by Epic Games, has become embroiled in high-profile legal battles with tech giants Apple and Google over app store policies and revenue sharing. These legal disputes have brought to light the complex relationship between game developers and platform hosts, as well as the implications for the broader gaming industry.

In a significant ruling, Apple recently won an appeals court decision upholding the App Store’s policies against Epic Games’ antitrust challenge. The court stated that nine out of ten claims were decided in favor of Apple, affirming the company’s right to enforce its policies. While the ruling acknowledged that Apple’s policies restrict consumers from accessing cheaper prices, it rejected claims that the App Store operates as a monopoly.

However, the court did order Apple to allow developers to direct consumers to outside payment methods, a move that could potentially disrupt the company’s revenue-sharing model. This ruling came after Epic Games had created a workaround to avoid the 30% fee on in-app purchases imposed by the App Store.

Although the appeals court disagreed with the lower court’s definition of the appropriate antitrust market, it deemed it harmless. Despite this legal victory for Apple, Epic’s software, including Fortnite, remains unavailable on Apple devices. However, there have been hints of a potential return in 2023.

Meanwhile, European authorities have introduced the Digital Markets Act to address Apple’s dominance in the mobile market. In response, Apple has considered allowing outside apps on its platform with the iOS 17 update, potentially opening the door for alternative app stores and competition.

It is important to note that both Apple and Google collect commissions ranging from 15% to 30% on every transaction made through their app stores. The fees levied by these tech giants have faced scrutiny, leading to legal challenges from developers like Epic Games, which accused them of anti-competitive practices.

While Apple’s services business, including the App Store commissions, generated $85 billion in sales in fiscal 2023, it has also faced legal pressure. A Federal judge dismissed nine out of ten of Epic Games’ monopoly claims against Apple, highlighting the challenges faced by developers in challenging the dominance of these app store giants.

As regulatory pressure mounts, app stores may face swifter changes, especially in Europe, where significant revenue is generated. The aim is to level the playing field for third-party developers and encourage healthy competition in the industry.

Future Growth and Opportunities

Fortnite’s success and popularity show no signs of slowing down, paving the way for significant future growth and exciting opportunities in the gaming industry. With its vast player base and innovative approach, Fortnite has positioned itself as a force to be reckoned with. Let’s explore some of the key areas where Fortnite can continue to thrive and expand:

Fortnite’s Massive User Base: A Vast Opportunity for Businesses

With over 600 million registered users and millions of active monthly users in the prime market demographic of 18-35 years old, Fortnite presents a lucrative target audience for businesses looking to connect with a highly engaged and tech-savvy consumer base.

By leveraging strategic partnerships and collaborations, businesses can tap into the vast potential presented by Fortnite’s user base. For instance, the collaboration between Epic Games and Disney, where Disney made a 1.5 billion dollar investment for a 10% stake in Epic Games, underscores the potential growth and investment opportunities in the gaming industry.

Innovations in Gameplay and Unreal Engine: Shaping the Future

Fortnite’s success is not just limited to its gameplay; it also stems from the innovative tools and assets provided by Epic Games’ Unreal Engine. This powerful engine not only enhances the gaming industry but also has transformative implications for the movie industry, enabling creators to build breathtaking virtual worlds and captivating experiences.

Untapped Market Potential: Business Owners’ Limited Understanding

Surprisingly, only around 5% of business owners currently understand how to fully leverage Fortnite and Epic Games for their businesses. This knowledge gap highlights a significant untapped market, where businesses that can effectively utilize Fortnite’s platform and user base can create new revenue streams and gain a competitive edge.

Revenue Streams for Creators: Maximizing Income Potential

The top creators on Fortnite’s platform reportedly earn anywhere from $300,000 to $2,000,000 monthly. This showcases the tremendous income potential available for content creators by engaging with Fortnite’s passionate community. These creators have found innovative ways to monetize their content, demonstrating the diverse revenue streams that can be harnessed within the Fortnite ecosystem.

Future Digital Assets and Marketing Strategies

Businesses are encouraged to explore and consider Fortnite for future digital assets and marketing strategies. By tapping into Fortnite’s massive player base and leveraging the platform’s unique events and collaborations, businesses can enhance their revenue streams and evaluation.

In conclusion, Fortnite’s future growth and opportunities are ripe for the taking. With its massive user base, innovative gameplay, and untapped market potential, Fortnite continues to revolutionize the gaming industry. Businesses that understand the power of Fortnite and adopt effective strategies will be well-positioned to capitalize on this gaming phenomenon and secure their own success.

Conclusion

Fortnite’s marketing strategy has been instrumental in its unprecedented success and impact on the gaming industry. Through innovative approaches and strategic partnerships, Fortnite has captivated millions of players worldwide, solidifying its position as a cultural phenomenon. By analyzing the key success factors, we can gain valuable insights into the effective marketing tactics deployed by Epic Games.

Embracing the Free-to-Play Model

Fortnite’s shift from a paid version to a free-to-play model in 2017 proved to be a game-changer. By removing the entry fee, Epic Games eliminated barriers for users and significantly expanded its user base. This strategic move led to heightened brand loyalty and increased opportunities for revenue generation through microtransactions and in-game purchases.

Leveraging Influencers and Collaborations

One of the standout marketing strategies employed by Fortnite is influencer marketing. By enlisting well-known personalities, including athletes like Antoine Griezmann, Fortnite gained widespread exposure and enhanced its brand image. Moreover, partnerships with artists like Travis Scott and Drake along with collaborations with popular influencers like Ninja resulted in in-game virtual concerts and increased user engagement.

Creative Content Marketing and Events

Epic Games’ commitment to creative content marketing contributed significantly to Fortnite’s success. By partnering with YouTube channels for news and tips, hosting in-game events, and organizing esports tournaments, Fortnite created a vibrant and engaging gaming community. The Marvel-themed event, which attracted a record-breaking 15.3 million concurrent players, exemplified the game’s ability to captivate audiences and generate massive interest.

Targeted Remarketing Strategies

Epic Games demonstrated a proactive approach to re-engaging dormant players through targeted remarketing campaigns. By offering exclusive content and themed experiences within the game environment, such as the Fortnite x Batman event, Fortnite successfully reignited the interest and participation of its player base.

Looking ahead, Fortnite’s marketing strategy will continue to evolve, adapting to emerging trends and player preferences. With a strong foundation built on innovation, audience engagement, and strategic partnerships, Fortnite will undoubtedly maintain its position as a trailblazer in the gaming industry.

As we conclude our exploration of Fortnite’s marketing strategy, it’s evident that the game’s success factors lie in its ability to engage players, create a sense of community, and continually evolve to meet the demands of its audience. Through strategic marketing tactics, Epic Games has not only achieved remarkable commercial success but also cemented Fortnite’s place as a cultural phenomenon with a loyal and dedicated player base.

Recommended Marketing Tactics for Success

Based on the success of Fortnite’s marketing strategy, there are several recommended tactics that marketers can apply to drive the success of their own campaigns and engage their target audience effectively.

1. Understanding the target audience: Fortnite’s marketing success can be attributed in part to a deep understanding of its target audience. Marketers should invest time in researching and analyzing their target demographics to create tailored and relevant marketing campaigns.

2. Utilizing digital marketing channels: Fortnite capitalized on various digital marketing channels to reach its global player base. Marketers should leverage social media, influencer partnerships, content marketing, and online advertising to maximize their reach and engage with their target audience.

3. Embracing collaboration with cultural icons: Fortnite’s strategic collaborations with cultural icons such as Avengers and Ariana Grande generated immense buzz and attracted new players. Marketers can follow suit by partnering with relevant influencers, celebrities, or brands to create unique and exciting experiences that resonate with their target audience.

4. Continuously engaging with players: Fortnite keeps its players engaged by launching surprising events, Easter eggs, and regular updates. Marketers should adopt a similar approach by continuously providing fresh and exciting content, fostering community interaction, and offering exclusive rewards to keep their audience engaged and invested.

5. Implementing effective monetization strategies: Fortnite successfully monetizes its game through in-game purchases like V-Bucks. Marketers should explore creative and user-friendly monetization techniques that offer value to their audience, such as premium subscriptions, virtual rewards, or exclusive content.

By applying these recommended marketing tactics, marketers can set themselves up for success and create engaging and impactful campaigns that resonate with their target audience, just as Fortnite has achieved on a global scale.