Disney Invests $1.5 Billion in ‘Fortnite’ Developer Epic Games: ‘Our Biggest Foray Into the Game Space Ever,’ Iger Says

Disney is investing $1.5 billion in “Fortnite” developer Epic Games in what will be the Mouse House’s “biggest foray into the game space ever,” Disney CEO Bob Iger announced Wednesday.

Click here to read the story at variety.com.

Discussion Questions:

1. Disney’s CEO suggests the company isn’t just investing in a relationship with Epic Games, it is creating a huge Disney universe. What does that mean?
2. What is a marketing plan?
3. What does Disney’s interest in partnering with Epic Games tell you about the company’s current marketing plan?
4. What is a brand?
5. Is Disney a brand? Epic Games? What about Fortnite?
6. What is brand extension?
7. How might this partnership provide Disney with a brand extension opportunity?
8. How might this partnership change the way Fortnite looks in the future?
9. What is merchandising?
10. According to this story, how might this also present a merchandising opportunity for Disney?