Help: Dealing with 10yo's fortnite obsession

My son literally cannot put the controller down. We've tried time limits, taking it away, all that stuff. But the second he gets it back he's right back on it for hours. His friends all play so I get why he wants to, but it's driving me insane and he's getting grumpy when we tell him it's time to stop.

Does anyone have strategies that actually worked? Like not just punishment but something that makes him want to do other stuff? We live in Minnesota so winter is killer for keeping him entertained.