Snoop Dogg has expanded his reach into tech with the launch of his latest venture, Death Row Games.

The venture was launched with his son, Cordell Broadus, a tech entrepreneur, and aims to support creatives and artists of color, per AllHipHop. It uses Unreal Editor for Fortnite (UEFN) to design, develop and publish content into the Fortnite ecosystem. 

“Our vision for Death Row Games is to provide access and opportunity to diverse creators to empower them as well as broaden the narrative around what gaming is and can become,” Broadus said in a statement. “We are still in the early stages but my team and I are excited to start building on the UEFN ecosystem where we believe the next generation of audiences are.” 

Snoop has previously collaborated with Call of Duty while his son has experience in the metaverse as his Bored Ape NFT, Champ Medici.

“I think it’s dope for a father and a son to be working together for one, and for two he’s 51 years old,” Broadus said during an interview with AfroTech, adding that he often helps his dad stay up to speed on new tech developments. “It’s just dope to see that we both can empower each other on new information. And he can empower me on just giving me access to you, all his resources, and his IP.”