Nike has released a range of Air Jordans exclusively available on Fortnite. As people invest more in their digital personas, virtual fashion is becoming increasingly important as it allows people to customise sophisticated avatars, and it combines sustainable consumption with fast-fashion appeal.

Fortnite has joined forces with Avengers to provide players with ‘Endgame’, a limited-time gaming mode that combines both popular franchises. As traditional marketing channels falter, people are seeking branded content that offers higher engagement and a unique offering.

Boasting over 45 million players and the Twitch record for most live viewers on a stream, third-person shooter Fortnite Battle Royale has taken the gaming world by storm. But given that it uses a free-to-play model, how is it avoiding the controversy that often surrounds in-game microtransactions?

Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?