Independent UK studio Altitude has launched a branded Fortnite Creative integration for highly anticipated horror film, Talk to Me. Touted as “one of the scariest movies of the decade,” it’s the first time a horror move has been featured globally on Fortnite. The integration is expected to reach more than 1mn gamers globally and is accompanied by a media campaign featuring in-game billboards, BVOD, social and TV spots, with targeting on relevant content discovery moments like horror content. We’ll explore: How powerful can immersive entertainment crossovers be for cross-promotion? How did the campaign incorporate disruptive media formats? What KPIs did this deliver on, and how did this drive cut through with intended audiences? What opportunities are there to tap into streamer audiences in authentic and engaging ways, and what benefits can this have? What is the future of entertainment IP?