Snoop Dogg and Son Announce their own Fornite game studio to promote diverse creators



Rapper

Snoop
Dogg

has
spent
the
last
several
decades
adding
almost
as
many
successful
business
ventures
to
his
portfolio
as
he
has
musical
awards
to
his
artistic
accomplishments.
And
this
week,
he
diversified
his
business
portfolio
even
more,
stepping
into
the
world
of
tech
with
his
son,
Cordell
Broadus,
as
the
two
announced
Death
Row
Games,
a
Fortnite-based
game
studio
designed
to
provide
access
and
opportunity
to
diverse
creators
and
broaden
the
narrative
around
gaming.


The
game
studio
relies
on
Epic
Games’
Unreal
Engine
5
(UE5),
a
community-based
platform
that
allows
anyone
from
individual
creators
to
professional
gaming
studios
to
create
content
using
open-source
code.
(Epic
Games
takes
a
5%
royalty
fee
from
most
developers
who
sell
their
content
via
the
platform.)
The
versatile
code
allows
creators
to
create
games
that
are
usually
functional
on
most
consoles
including
Xbox,
Playstation,
PC,
and
VR
devices.


Snoop
stated
that
he
and
his
son
have
been
experimenting
with
game
publishing
for
the
last
few
years,
but
on
an
amateur
level.
They
decided
to
start
Death
Row
Games
as
a
way
to
make
“a
home
for
diverse
creators
in
the
gaming
ecosystem
and
be
a
part
of
the
narrative,
the
storytelling
of
what
the
next
game
should
be
looking
like.
And
I
keep
saying
‘show
representation
of
the
culture
in
these
sectors,’
versus
us
just
being
the
talent.
We
wanted
to
make
sure
that
we’re
part
of
the
decision
that’s
being
made
and
more
importantly
tell
these
stories
from
diverse
creators
and
focus
on
creatives
in
underserved
communities.”



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For
those
that
may
not
be
aware,
Snoop
has
been
involved
in
the
gaming
industry
for
quite
some
time,
participating
in
the
esports
gaming
collective
FaZe
Clan
and
also
had
a
custom
skin
in

Call
of
Duty

and

Call
of
Duty:
Modern
Warfare.

In
2019,
he
launched
his
own
esports
tournament
series,
the
Gangsta
Gaming
League
and
in
2021,
he
dropped
an
exclusive
NFT
collection
titled
“A
Journey
with
the
Dogg.”
In
2013,
the
rapper
also
debuted
the
Snoopify
app,
which
allows
users
to
add
Snoop
Dogg-themed
stickers
and
graphics
to
their
personal
photos.


Death
Row
Games
will
join
Snoop’s
other
business
ventures,
which
have
an
estimated
net
worth
of
$160
million
and
include
Snoop
Doggie
Dogg’s
pet
product
line,
venture
capital
firm
Casa
Verde
Capital,
the
Leafs
by
Snoop
cannabis
brand,
Snoopadelic
Films,
his
Indoggo
gin
line,
and
several
more.
Cordell,
Snoop’s
second-oldest
son,
also
has
experience
in
the
game
design
and
NFT
space.


No
word
if
Snoop
will
show
up
like
Travis
Scott
to
perform
a
Fortnite
concert
for
fans
yet,
but
Snoop
did
set
up
residency
in


The
Sandbox
 gaming
metaverse
back
in
2021,
hosting
a
virtual
performance
and
dropping
custom
NFTs
for
fans.