As online creators enter metaverse platforms such as Roblox and Fortnite, some are engaging in fraudulent behaviors that observers believe could damage brands and marketers’ growing interest in the medium, according to five experts in this space.
Fortnite and Roblox are in the process of transforming from video games into full-service creator platforms. But over the past six months, some of their most active users have had to deal with a constant stream of false copyright claims and other fraudulent behaviors. This is arguably a natural growing pain as the platforms scale up — but also a potential deterrent to the advertisers who have invested in building custom-branded virtual worlds inside them.
Copyright claims
A common complaint among experienced Fortnite Creative developers is the frequency of false copyright claims made by users on the platform. On user-generated content (UGC) platforms such as Fortnite and Roblox, it is a common practice for in-game creators to mimic the most popular and successful experiences when building their games, resulting in a glut of virtual worlds that all have similar names, game mechanics and even thumbnail images. The result is that once any game gets popular, it will spark the creation of dozens of cheaply put-together knock-offs — some entirely devoid of actual content — intended to siphon traffic from the original.
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