2025 Highlights: Big Brands, Bold Activations
We didn’t just talk about NPX, we executed it at scale with some of the world’s most recognizable brands, spanning entertainment, sports, and purpose-driven initiatives.
The marketing landscape didn’t just shift in 2025, it found a new centre of gravity. This was the year User Generated Content (UGC) gaming platforms like Fortnite fully cemented themselves as cultural main stage.
As creators and developers pushed boundaries inside UEFN and Fortnite Creative, for marketers the realization was clear: to reach modern audiences, you can’t just broadcast from the sidelines, you have to participate in the game. PowerUP launched with a singular focus: helping brands navigate this frontier through Native Playable Experiences (NPX). We believed brands shouldn’t disrupt gameplay, but elevate it. One year in, the results speak for themselves. Brands that showed up authentically to play didn’t just perform better, they became a part of the culture.
We didn’t just talk about NPX, we executed it at scale with some of the world’s most recognizable brands, spanning entertainment, sports, and purpose-driven initiatives.
Gaming proved to be one of the most powerful engines for collective action. Our collaboration with MrBeast, Mark Rober, and WaterAid on the #TeamWater initiative galvanized global players, generating 70M+ engagements and 700M+ impressions, demonstrating the true impact of play for good.
Equally bold, the Takis Takeover in Fortnite marked a first-of-its-kind in-game activation. Over a two-week campaign, players logged nearly 3 million hours of playtime, driving 159M+ impressions from 15 million interactions, with strong repeat engagement across sessions.
Major franchises trusted PowerUP to authentically translate their global brands into native, playable experiences:
The most important shift of the year was the move away from passive digital advertising toward immersive integration. UGC audiences are highly sensitive to inauthenticity; they don’t want billboards; they want better gameplay, meaningful rewards, and shared experiences.
NPX embeds brand storytelling directly into mechanics, quests, challenges, and environments. This approach moves beyond impressions to deliver genuine interaction, measurable brand lift, and cultural relevance. It’s the difference between renting space in a world and becoming a valued part of its ecosystem.
2025 set the baseline. For forward-thinking CMOs, authentic integration in UGC worlds is no longer optional, it’s essential. The playground is expanding, the tools are sharper, and the opportunities are bigger than ever.
That’s a wrap on 2025. If you thought this year was big, wait until you see what’s next.
Are you ready to PowerUP? Contact us to find out more.