The Stolen Path | Gaming Campaign for G2A in Fortnite

Gamified experience in Fortnite to attract Gen Z

G2A.com wanted to connect with younger audiences, specifically Generation Z, through a promotional campaign within the gaming universe.

To do so, they entrusted DeuSens with conceptualizing and developing a gamified experience within Fortnite, designed as a race against the clock in which users had to complete three maps with different mechanics in the shortest time possible.

The goal was to encourage participation through an open competition with prizes valued at over €6,000, incentivizing the virality and reach of the campaign.

A race against the clock designed for all types of players

The experience included three levels with different themes, each designed to require different gaming skills, ensuring a varied, dynamic, and competitive experience. Participants were ranked by time in a visible leaderboard, reinforcing the challenge and encouraging repetition.

The three maps in Fortnite were developed with the aim of offering a complete, varied, and challenging experience. Each map represented a different mechanic and was designed to test different player skills, increasing replayability and interest in competing.

The first map, with a jungle aesthetic, offered a labyrinthine course full of traps, forcing players to memorize paths and react quickly. The second map, with a futuristic feel, focused on combat, pitting users against multiple waves of robots. Finally, the third map was set in a celestial temple and offered parkour with sections requiring jumping, balance, and precision.

The visual quality of the maps, combined with their differentiated mechanics, created a unique competitive experience that spread organically throughout the community. The times achieved were recorded in a ranking system that encouraged personal improvement and competition between players, meeting the engagement and brand awareness objectives set from the outset.

The action captured the attention of thousands of players and reinforced G2A's presence among the target audience. The combination of the competitive challenge, the visual setting of the maps, and the high-value prizes positioned the experience as a unique action within the Fortnite environment.

Influencer marketing: The Grefg as the driving force behind the campaign

To further amplify the impact of the action and generate interest from the outset, the campaign featured the participation of influencer and streamer The Grefg, a widely recognized figure within the Fortnite environment. His involvement in the campaign consisted of playing the map developed for G2A live on his Twitch channel, showing his community the challenges and content of the experience.

The content generated by The Grefg served as a catalyst to attract thousands of users to the experience, making his participation a key tool in achieving the desired reach. The gameplay broadcast allowed the mechanics of the challenge to be shown in an organic and entertaining way, contributing to the dissemination of the campaign on social media and streaming platforms.

Thanks to this collaboration, G2A also managed to associate its brand with a benchmark in the gaming ecosystem, reinforcing its brand positioning among young audiences and generating a direct connection with its target audience through a non-intrusive, highly engaging advertising format.

Differential brand impact associated with gaming

The experience developed for G2A more than met the initial expectations. So much so that in just two weeks, the campaign generated more than 6 million impressions, driven mainly by The Grefg's participation and organic dissemination among the gaming community.

In addition, users spent more than 800 cumulative hours playing within the maps, demonstrating a high level of engagement and repeat play. These data confirmed the effectiveness of the gamified and competitive approach as a way to attract and retain young audiences, consolidating the project as a high-performance experiential marketing action.