Fortnite’s most significant achievement may be the role it has come to play in the lives of millions. For these players, Fortnite has become a daily social square — a digital mall or virtual afterschool meetup that spans neighborhoods, cities, countries and continents. This role is powered by Fortnite’s free availability, robust voice chat, cross-platform functionality, and collaborative gameplay. Accordingly, examples abound of kids, adults and families simply hanging out or catching up on Fortnite while they play. Studies find that Fortnite’s players spend one to one and a half hours per day in the game, versus thirty minutes for active Snapchat or Instagram users. Fortnite wasn’t designed to be a Second Life-style experience, or even a digital “third place“; it became one organically. What’s more, it is drastically out-monetizing dedicated social squares such as Facebook, Snapchat and Instagram — even combined.