Introduction

As the digital realm grows, creators and developers often find themselves spread thin, having to scour various platforms to obtain digital assets. Recognizing a unique opportunity in the market, Epic Games conceptualized Fab, an all-encompassing marketplace for digital content creators. This case study outlines the strategic approach undertaken to launch Fab.

Background

Epic Games, renowned for their contributions to the gaming and digital ecosystem, sought to merge its multiple digital asset stores, thereby centralizing a plethora of assets for creators. By integrating the Unreal Engine Marketplace, Quixel Bridge, Artstation Marketplace, and Sketchfab, Fab was designed to be a colossal, comprehensive platform.

Objective

• To bridge consumer and enterprise sectors within the gaming e-commerce landscape.

• To establish Fab as a universal platform offering varied digital assets, ensuring it resonates with a wide spectrum of creators.

Strategy & Implementation

• Unified Experience for Creators:

• Fab's primary mission was to amalgamate Quixel, Sketchfab, Unreal Engine Marketplace, and ArtStation Marketplace, providing creators a singular platform to access a vast digital asset library.

• Championing a Creator-first Economy:

• Fab positioned itself uniquely by offering an 88% revenue share for sellers, enabling them to establish a robust digital business.

• By ensuring access to high-quality digital assets, the platform aimed to make world-building more efficient and affordable.

• Promoting Multi-engine, Multi-platform Approach:

• Fab was conceptualized as an open marketplace, catering to a diverse set of content creation tools, game engines, and metaverse platforms.

• The integration with leading content creation tools was targeted to boost the platform's speed and flexibility.

• Strategic Marketing and Branding:

• A global brand strategy was executed to enhance brand visibility and market expansion.

• Spearheaded a coherent brand voice and narrative, emphasizing Fab's dedication to aiding the next generation of creators.

• Engaging Teasers and Alpha Version:

• Ahead of its full launch, an alpha version of the Fab plugin was made available for the Unreal Editor for Fortnite, giving users a sneak peek into the platform's potential.

Results

• Enhanced Brand Visibility: By focusing on a collective narrative, Fab's brand visibility skyrocketed in the global gaming e-commerce platform, bridging both consumer and enterprise sectors.

• Market Expansion: Through its vast offerings and clear brand messaging, Fab witnessed significant market expansion, positioning itself as the go-to platform for digital assets.

• Media Recognition: With news outlets like The Verge highlighting Fab's innovative approach, the platform gained extensive media traction.

Conclusion

The successful strategy and launch of Fab underscore the significance of understanding market gaps and catering to them efficiently. By offering a unified, expansive platform, Fab not only positioned itself as an industry leader but also cemented Epic Games' commitment to fostering a vibrant creator ecosystem.