I will say that I feel like they've made a more concerted effort in recent years to get their IP and other collab content more involved in the game aside from being just a skin. Obviously, they won't do it for all their collabs, especially real life skins they roll out for athletes and musicians. But for the ones they have done more with, I've been very impressed with. I already mentioned the Avatar collab which I thought was awesome. They've done Star Wars collabs periodically for years now and the lightsabers and the blasters and stormtroopers and all that. They don't really cheap out on that. It's a fun experience (though this year's Star Wars collab was more underwhelming than usual).
Last season they had a Greek mythology theme that had Zeus and Hades and thunderbolts and all sort of stuff. This season it's more of a Mad Max wastelander thing with a Fallout collab allowing you to use a Power Armor skin.
Having played the game off and on for years, I'm kind of immune to all the collabs, but I wonder how someone completely new to the game would react to playing a battle royale game and coming across Spider Man, Ariana Grande, Peter Griffin, Darth Vador, Zuko, John Wick, Deadpool, Batman, Travis Scott, and more all on the battlefield.
It's quickly turning into that one popular Ultimate Showdown song from the early days of Youtube.
Don't mind me. I'm just here for the contest.