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Electronics Retailer Lands in Popular Online Game

Players can explore brand’s virtual store that’s accessible in Fornite’s new season.

Published

3 hours ago

August 20, 2026

Shop! Association

Best Buy’s virtual store in the Fortnite game. Image: Courtesy of Best Buy

A virtual Best Buy store appears in the latest version of the mega-popular Fornite online video game. Starting today (Aug. 20), players can use digital codes to enter the game’s Drive City setting, where they can visit a virtual Best Buy store, explore different departments and take on a special Best Buy quest, the retailer announced in a press release.

Though Best Buy’s release did not delve into the “why” behind its decision to seek a presence in the Epic Games creation, it seems pretty obvious: to raise the brand’s profile with gamers. Though it’s nine years old, Fortnite remains a major online destination, with 110 million monthly active players, according to online news source SQ Magazine.

Once player are inside Best Buy’s virtual store, they can unlock in-game gear, play mini-games and earn XP, the electronics retailer said in its news release. The space also features a photo booth that helps players locate nearby collectibles, a Geek Squad area and a boom box that lets players control the music while they shop.

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Shop! Association

The Shop! Association is a global trade association dedicated to advancing the retail environment and experience industry. Its purpose is to empower members to innovate at retail by connecting them with education, insights, and events that support collaboration and forward-thinking solutions. From ideation through implementation, Shop! engages its diverse membership to co-create innovations that help shape the future of retail worldwide. Central to its mission is fostering an inclusive culture that embraces diverse voices and upholds high standards of ethics and transparency. Since 1956, Shop! has empowered its members to innovate at retail through education, insights and events. Learn more by visiting shopassociation.org. Interested in joining the Shop! Association? Reach out to Dina Meindl, Membership Services, for more information today! dina@shopassociation.org.