Rashi Mehta
Manchester City, the renowned English professional football club, has made another significant stride in the gaming and esports industry. The club has launched a themed map in Fortnite Creative, aptly named “The Ladder.” This initiative is part of Manchester City’s broader strategy to enhance its presence in the gaming and esports sectors, attracting both football enthusiasts and gamers alike.
The Concept of ‘The Ladder’
The Ladder is not just any ordinary map. Designed in collaboration with the marketing company Karta, the map draws inspiration from Manchester City’s iconic glyphs, featuring symbols that represent a collection of recognisable icons within the City brand. This thematic design aims to provide an immersive experience for players, combining the thrill of gaming with the essence of Manchester City’s identity.
The map consists of 11 themed areas where players engage in one-on-one matches, advancing through different levels as they compete. This structure not only promotes a competitive spirit but also keeps players engaged as they navigate through the various challenges.
Marketing and Engagement Strategies
To promote the launch of The Ladder, Manchester City plans to release a series of content across its social media platforms. These releases will coincide with the men’s first team pre-season tour of the United States. Special activations involving The Ladder will take place during the opening pre-season match against Celtic, ensuring that fans both on the ground and online are part of the excitement.
Nuria Tarre, Chief Marketing and Fan Experience Officer at City Football Group, highlighted the significance of this launch: “We are delighted to launch our official Fortnite Creative map in collaboration with Epic Games for gaming and football fans around the globe to enjoy. The opportunity to build this world in Fortnite presented a fantastic way to increase our presence across the competitive gaming space, a natural crossover for our leading sports entertainment brand.”
Fortnite Creative: A Gateway for Non-Endemic Brands
Fortnite Creative has proven to be a robust platform for non-endemic brands looking to venture into the esports and gaming world. In July 2024, esports event company eFuse teamed up with fast food chain Whataburger to launch a themed map and host an esports tournament.
Manchester City’s initiative with The Ladder underscores the potential of Fortnite Creative as a bridge between traditional sports and the gaming community.
Manchester City’s Continued Efforts in Esports
Manchester City’s foray into Fortnite Creative is part of its broader efforts to establish a foothold in the esports industry. In June 2024, the club unveiled a new gaming facility at the Etihad Stadium. Additionally, the club’s charity, City in the Community, launched an esports programme in July in collaboration with Oldham College, reflecting its commitment to leveraging gaming for community engagement and development.
Manchester City’s launch of The Ladder on Fortnite Creative marks a significant milestone in the club’s journey within the gaming and esports landscape. By merging the worlds of football and gaming, the club is set to engage a diverse audience, fostering a new dimension of fan interaction and brand presence. As Manchester City continues to innovate and expand its gaming initiatives, fans and gamers can look forward to more exciting developments in the future.
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