Fortnite has taken over the world. They have created a free product that is able to generate millions in revenue through purely cosmetic items in an in-game shop. The thought that a single product can cultivate the community that it has online is astounding (not to mention the hundreds of viral fortnite memes and videos). These memes range from angry girlfriends to jaw-dropping gameplay. This game has created more than just a product through its friendly game culture and competitive ability, it has enabled itself to be a dynamic brand.