After protests from creators over a delay within the launch of Fortnite’s official “Squid Sport” integrations, Epic Video games has mentioned it’ll higher coordinate future IP rollouts to align with the unique properties’ launch dates.
“Squid Sport” is Netflix’s hottest collection of all time, however you wouldn’t comprehend it from Fortnite. The platform is presently devoid of any creator-made “Squid Sport” experiences — and never because of any lack of curiosity on creators’ half. Creators on one of many high gaming platforms are presently unable to monetize what has change into one of many world’s most distinguished media properties throughout the hype interval following its June 27 launch.
Fortnite has lengthy been residence to fan-made “Squid Sport” islands, with titles like “Octo Sport 2” and “Squid Guys” constructing natural audiences on the platform because the first season dropped in September 2021. However after Epic Video games introduced an official “Squid Sport” licensing settlement with Netflix final month, the corporate began to crack down on these unlicensed experiences, eradicating them from the platform completely. Thus far, the one sanctioned integration is a “Squid Sport” part inside “Reload,” an expertise created in-house, not by the creator group.
Epic has framed the crackdown as enforcement of current pointers meant to “take away infringing ‘Squid Sport’ content material from violative islands,” not the results of a brand new coverage. An Epic spokesperson advised Digiday that the delayed rollout was intentional, to offer creators time to construct earlier than the official launch of “Squid Sport” belongings. The spokesperson confirmed that Epic is conscious of creators’ issues concerning the delayed timing and plans to elevate publishing holds earlier for future IP integrations. The spokesperson didn’t present precise timelines.
“A staggered publish date offers creators time to construct distinctive and high-quality gameplay experiences in Fortnite, and is in line with our most up-to-date IP collaborations. We would like creators to seek out success that outlasts a present’s launch weekend or some other singular second,” the Epic spokesperson mentioned. “Whereas ‘Squid Sport’ season 3 stays within the No. 1 spot for non-English reveals globally, we hear the suggestions from the group and going ahead we’ll intention to elevate publishing holds in order that they align with what works finest for creators and gamers.”
We’ve been moderating in opposition to this for some time. This replace helps make clear that utilizing Epic IP in islands or metadata that’s not obtainable to creators (like Battle Royale boss medallions, unique weapons, key artwork, and so on.) is in opposition to our guidelines.
— Fortnite Creators (@FNCreate) June 27, 2025
For each creators and entrepreneurs, the primary supply of frustration across the rollout of Epic’s “Squid Sport” integrations is its timing. Creators should not permitted to publish formally licensed “Squid Sport” experiences till August 14, almost two months after the June 27 launch of the present’s third season. Till then, creators serious about reaching the present’s fandom have needed to fastidiously toe the road, with experiences like “Octo Sport 3” managing to stay round by avoiding any specific references to Squid Sport characters or areas.
Amongst each creators and entrepreneurs, the consensus is that the lack of licensed “Squid Sport” creator experiences on Fortnite because the launch of “Squid Sport” season three has value Netflix significant advertising worth. This timing is especially shocking in mild of Netflix’s previous promotion of “Squid Sport” by way of video video games corresponding to “Squid Sport: Unleashed,” which Netflix printed two weeks forward of the discharge of the collection’ second season in December 2024. A Netflix consultant didn’t reply to requests for remark.
“One cause why manufacturers shouldn’t clamp down on unlicensed copies is as a result of there’s a large quantity of worth in co-producing,” mentioned Nina Mackie, the co-founder of the gaming promoting consultancy WeGame2. “That’s the place your fan base comes from.”
The impression on Fortnite creators
For creators, Epic Video games’ crackdown on unlicensed “Squid Sport” experiences has upended the once-standard follow of constructing experiences round widespread IP considered as “secure” to adapt, together with Mr Beast and “5 Nights at Freddy’s.” Traditionally, tying a Fortnite expertise to one in all these properties was considered as a surefire solution to entice viewership and engagement, with creators deciphering the dearth of any official crackdown as a tacit endorsement of the follow from each Epic and the IP holders. Shifting ahead, Fortnite creators corresponding to Austin “Tom Jank” Rodriguez mentioned that they plan to focus completely on authentic properties and licensed IP, with the understanding that no IP is “secure” for unlicensed adaptation.
“It’s revealing the issue in not defending your IP [earlier] on these massive UGC platforms, as a result of when you come on this late and begin shutting stuff down, it’ll simply undermine the way you look to creators,” Rodriguez mentioned. “On the similar time, there’s creators like me, who’re comfortable to see them take stuff down, as a result of I need individuals to do it much less.”
Roblox creators have watched the previous week’s occasions unfold on Fortnite with curiosity. Roblox has but to crack down on its many unlicensed “Squid Sport” experiences. However creators consider Epic’s current removals are tied to its licensing deal, which provides the IP holder a 15 p.c minimize engagement income from official experiences. They anticipate that the rollout of Roblox’s personal official licensing product — which launched yesterday and pays out between 15 and 25 p.c of an expertise’s income to the IP holder — may lead some manufacturers to enact an identical crackdown on Roblox, the place unofficial “Squid Video games” experiences are additionally prolific. (A Roblox spokesperson clarified to Digiday that the response to unlicensed content material is as much as the IP holder’s discretion underneath the platform’s new licensing system, with one choice being to take away the offending content material.)
“If I used to be in Roblox, I’d be trying very intently at how they’re rolling out ‘Squid Sport’ on Fortnite, and hopefully studying some classes,” mentioned Charles Hambro, CEO of the UGC information platform GEEIQ.
The marketer perspective
Manufacturers and entrepreneurs aren’t upset by Epic Video games’ crackdown on unlicensed content material. They see it as a constructive transfer that will enhance IP holders’ confidence in integrating their properties into Fortnite, particularly since they stand to earn tens of millions of {dollars} from the 15 p.c payout minimize.
GEEIQ CEO Hambro, who usually facilitates manufacturers’ requests for proposals for Fortnite and Roblox activations, mentioned that solely 20 to 30 p.c of advertisers are snug with completely unlicensed use of their IP. Nonetheless, he mentioned most advertisers are open to collaborating with unlicensed experiences to convey them into the licensed fold, making Fortnite and Roblox’s not too long ago introduced official licensing instruments precious for this class of advertiser.
“I believe all manufacturers are contemplating this — they’re all fascinated about how they’ll make more cash on new platforms,” Mackie mentioned. “The in-game merchandise or in-app purchases should not fairly slicing it, and that is one other means for them to monetize.”
Though formalizing IP licensing is a constructive change for platforms like Fortnite and Roblox, Mackie mentioned that the delayed timing of the rollout of official “Squid Sport” belongings in Fortnite squandered the chance, leaving free advertising worth on the desk by placing down dozens of unlicensed experiences with out permitting creators to swap in licensed replacements. On the time of this text’s writing, almost 8,000 Fortnite customers are presently taking part in “Octo Sport 3” — and they’re explicitly doing so with out participating with “Squid Sport” branding or belongings.
“The one factor you don’t need to do is upset the people who find themselves going to be utilizing your IP,” Hambro mentioned. “You need to companion with them, particularly in the event that they’re going to offer away 15 p.c of income that they weren’t giving freely earlier than.”
