FORTNITE the once towering game is shutting down.
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The “Fortnite” website also shows nothing but a live Twitch feed of the swirling black hole (with more than 57,000 viewers watching it on Monday morning as of around 9:30 a.m. ET). The game’s Instagram account posted blank black images and video of the black hole following Sunday’s event (although prior posts were not deleted).
Usually, when games or other internet services abruptly wink offline, mass hysteria ensues as users or players frantically try to understand what happened and when things will be back to normal. Epic Games turned this phenomenon on its head by deliberately shutting down “Fortnite,” which the company said in March has more than 250 million registered users.
In an era of always-on connectivity, the “Fortnite” blackout creates a sense of artificial scarcity. The baller move by Epic Games ensured that the event would become a blazing-hot trending topic on social-media — generating the kind of buzz and anticipation of a major movie release or product reveal. To be sure, others have engaged in such nuclear-option marketing tactics, such as when Taylor Swift in 2017 wiped out her social accounts ahead of her sixth studio album, “Reputation.”
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