# Jo Malone launches first gaming collaboration with Fortnite Luxury fragrance brand steps into the gaming world. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-08-20 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/948747ef-b980-4ed9-b95a-bc722403dba2 ## Luxury brands entering the gaming world Estée Lauder's luxury fragrance brand Jo Malone is making its first foray into video game collaborations. This activation on Fortnite represents the growing interest of luxury brands in the gaming industry. In 2022, brands like Gucci and Balenciaga took similar steps. The gaming industry's market size exceeding $200 billion creates a new marketing channel for luxury brands seeking younger audiences. ## Jo Malone experience in Fortnite The activation features special Jo Malone-themed content within the game. Players can experience the brand's iconic fragrances in the virtual world. Fortnite boasts over 350 million registered users. This collaboration is part of the brand's strategy to reach young consumers aged 18-34. In-game activations offer a more interactive experience compared to traditional advertising methods. ## Multi-channel marketing campaign A comprehensive digital campaign runs parallel to the in-game activation. The campaign includes live streams featuring popular gaming content creators. Special content series will be shared on social media platforms. Branded content will appear on platforms like Twitch and YouTube. This multi-channel approach aims to expand the campaign's reach and engagement. ## Growing brand collaborations in gaming In recent years, games have become a new marketing medium for brands. In 2021, Louis Vuitton designed a special collection for League of Legends. Nike opened a virtual store on Roblox in 2022. These collaborations offer brands access to young, digital-native consumers. Research shows 70% of Gen Z plays games for at least 7 hours weekly. ## Jo Malone's digital transformation The brand has been focusing on digital marketing recently. Its 2022 #JoMaloneAtHome campaign went viral on TikTok. Now, entering the gaming sector strengthens its digital presence. Estée Lauder reportedly increased its 2023 digital marketing budget by 30%. This move is part of the brand's strategy to rejuvenate its traditional luxury image. ## In-game advertising market growth The in-game advertising market is expected to reach $8 billion by 2025. Branded content and in-game ads are among the fastest-growing digital formats. Games are becoming a new prestige space, especially for luxury brands. Platforms like Fortnite serve as tools for virtual self-expression. This trend creates new opportunities for brand marketing. ## Campaign technical details The activation will take place in Fortnite's Creative Mode. Players can explore a specially designed Jo Malone map. The map features elements themed around the brand's iconic bottles and fragrance notes. Famous gamers and content creators will experience the event during live streams. Special missions and rewards will be available throughout the campaign. ## Milestone for the luxury sector Jo Malone's move represents a first in the luxury sector. The virtual representation of fragrance - a product based on physical experience - is noteworthy. This initiative reflects the accelerated digital transformation post-pandemic. If successful, it could pave the way for other luxury brands. Brand presence in gaming is expected to grow significantly in coming years. ## Sources covering this story - https://www.marketingdive.com/news/estee-lauders-jo-malone-turns-to-fortnite-for-first-gaming-activation/828061/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._