New York (AFP)

An avatar of American singer Ariana Grande performing some of her songs, will appear throughout the weekend on Fortnite, an event highlighted by the video game publisher, Epic Games, to show her strategy for opening.

Five times, to target all time zones, players will be able to choose an option that will allow them to have a bit of adventure with the pop and R&B artist, drawn as a half-human, half-fantasy character, in a short outfit. in blue scales or a silver set.

During the sequence, which lasts less than half an hour, several Ariana Grande songs are played, such as "Be Alright" or "Positions", one of the last hits of the 28-year-old artist, who won two Grammy Awards in his career.

At the same time, several items bearing the image of the singer made their entry into the game store.

Epic Games had already launched such experiments, by integrating the American rap star Travis Scott, in April 2020, or the Brazilian football star Neymar earlier this year.

Aim of this strategy, not to be satisfied with being a game of shooting and survival, but to take on the appearance of an entertainment platform.

"This is a huge area where we want to innovate, because Fortnite must continue to exist alongside the real world," Epic Games brand director Phil Rampulla told AFP.

"We are not replacing concerts or films. We are in harmony with these things, we are extending and improving them," he said.

A real phenomenon for years among video game fans, Fortnite claims some 350 million "gamers" in the world.

© 2021 AFP