A major uptick in interest for Marshmello concert tickets has occurred following the artist’s move to host a live digital concert inside global video game phenomenon, Fortnite.

The stream reportedly drew over 10 million real-time viewers from game players, with Google global search queries for ‘Marshmello concert tickets’ showing a huge increase in live interest for the artist since Saturday’s event.

Fortnite is an online video game developed by Epic Games and released in 2017. It is available in three distinct game mode versions that otherwise share the same general gameplay and game engine.

Fortnite Battle Royale, which is free to play, became a resounding success, drawing in more than 125 million players in less than a year and earning hundreds of millions of dollars per month.

It has since has been a cultural phenomenon, with several celebrities reporting they play the game, and athletes using Fortnite emotes as victory celebrations, such as England footballers Dele Alli and Jesse Lingard.

The artist’s team capitalised on the digital concert with a plan to maximise revenue across various verticals, including an Apple Music exclusive of the audio to drive streaming consumption. In addition, a Fortnite merchandise collaboration line appeared for users to shop shortly after the concert ended.

On Sunday, the day after the digital gig, Marshmello boasted the largest number of fans searching for tickets ever on the Songkick platform.

The event discovery and ticketing site also reported that more fans were looking for tickets during the four-day period following the concert than he’s had over the past three months combined.

The American electronic music producer and DJ has also become Songkick.com’s most-visited artist since Saturday’s stream, with two times more page views than BTS during the same time period.

Image: The Come Up Show