Objective
Make tax season relevant and engaging for younger, gaming-native audiences.
Audience
Younger, gaming-native audiences within Fortnite's active player community of 221M monthly players.
Challenge
Make a low-interest category feel native and fun inside a game, without over-branding.
Tax software isn't an obvious fit for gaming culture. The challenge was to earn attention from younger players by adding genuine play value, not interrupting it with ads.
The solution was to build something players actually wanted to engage with — a custom Fortnite experience that put gameplay first and brand second, amplified by creator media across YouTube and custom social content to drive awareness and bring audiences in.
