Almarai Land in Fortnite | Gaming experience for Gen Z

TECHNOLOGY

GAMING

USE CASE

ADVERTISING

CLIENT

Almarai is a leading Saudi Arabian food and beverage production and distribution company in the Middle East. Founded in 1977 and headquartered in Riyadh, it is the world's largest vertically integrated dairy company. Its catalogue includes dairy products, juices, baked goods, poultry, infant formula, and more, operating under brands such as Almarai, Alyoum and L'usine. With a presence in seven countries, a network of 220,000 points of sale and a fleet of more than 9,000 vehicles, Almarai stands out for its commitment to quality and innovation in the FMCG sector in the MENA region.

GOAL ACHIEVED

To increase Almarai's brand recognition among Generation Z through an immersive, gamified experience in Fortnite, integrating the brand's most iconic products as interactive gameplay elements.

Almarai Land: brand and gameplay in the Fortnite ecosystem

Almarai, one of the most recognised food and beverage brands in the Middle East, was looking to connect with young audiences in the digital environment where its target audience spends most of its time. The challenge was to transform the brand's presence among Generation Z through a participatory proposal far removed from traditional advertising formats.

To meet this need, DeuSens developed Almarai Land, an interactive experience within the Fortnite ecosystem, in collaboration with Webedia and its division in Saudi Arabia. The brand's most iconic products become central elements of the gameplay, allowing players to explore different themed worlds and take part in a variety of mini-games designed to generate a natural and memorable interaction with the brand.

A gamified universe with nine mini-games inspired by Almarai products

The experience takes players into Almarai Land, a virtual world where each area of the map is inspired by a product category from the brand. Bottles, milk cartons, ice creams and juices are reimagined as scenarios, platforms and interactive elements within the game, allowing branding to become a natural part of the gameplay without interruption.

The experience includes nine mini-games with their own rules, dynamics and challenges. Highlights include Juice Dash, a speed circuit set in a fruity world; Milk Jump, a platform level between dairy-inspired structures; and Ice Cream Run, a mountain descent collecting ice creams. Each challenge introduces different mechanics that encourage repetition, exploration and competition between players.

Social gaming to amplify the brand's reach

Almarai Land is designed as a multiplayer experience, allowing players to invite friends and compete against each other. This social dimension reinforces the organic spread of the activation, turning the players themselves into ambassadors of the experience.

Thanks to the collaboration with Webedia and its distribution network in Saudi Arabia, the reach of the project was amplified, achieving a high-impact digital activation based on interactivity, personalisation and the narrative of the Almarai universe.