That's also how Fornite is evolving. Becoming more of a social platform with ingame event than a game. It's proof that the game has gained in popularity (at least for the evenue part). I'm surprised SE hasn't done ingame event yet, because there is a market there.

Personally, I'm not a fan, went once in one of those club by curiosity, felt bored after 5 minutes then left. I don't understand the appeal, but hey, I'm not one to say how you should enjoy your life.