Fortnite conquers the Z generation: racing and eating with big prizes!

Fortnite conquers the Z generation: racing and eating with big prizes!

On July 11, 2025, the exciting racing map “The General Road Test Royale” launches in Fortnite, designed specifically for the Z generation. This initiative by General Insurance aims to strengthen its presence in the gaming sector while promoting road safety. Loud creocommunity.de Young gamers spend more time playing video games than most Americans, with a third of this group viewing games as their primary form of entertainment.

“The General Road Test Royale” eschews traditional advertising and instead highlights content from streamers. Players will face realistic challenges on the map inspired by real cities such as Miami, New York and San Francisco. To earn points and unlock new challenges and awards, participants must strategically overcome obstacles.

Creative integration of brand elements

This initiative was developed in collaboration with Twitch, Look North World and National Driving Training. Excitingly, brand elements such as monuments and markers of the general are creatively integrated into the game environment.

A major tournament is planned for August, which will feature sixteen of the top Twitch streamers, including T-Pain. Viewers can watch the event live and have a chance to win prizes such as a 2025 Honda Civic or a PlayStation 5. These measures are intended to increase brand visibility and build a community with road safety values.

Hellmann’s Enter the gaming metaverse

In parallel to these developments, Hellmann’s opened its own island in the battle royale game Fortnite. The campaign, developed by Ogilvy UK, Ogilvy Group Germany and Artificial Rome, aims to connect with Generation Z. Online games like Fortnite are considered access to the metaverse and offer new opportunities for digital marketing and community building, reports marketingscout.com.

The island is called “Loot Irresistível”, which means “irresistible prey”. In this arena, recreated in the style of the Roman Colosseum using foods such as chips, carrots, bread and pasta, players compete in the eat 'em challenge. Players collect Hellmann's Mayonnaise and try to eat as much as possible to score points.

An interesting game element is that consumed food disappears from the arena and thus changes the battle map. The launch is being led by Hellmann’s Brazil, but the game is accessible worldwide. To further expand reach, a partnership with esports organization FURIA was announced, strengthening Hellmann's visibility in the gaming community.

The campaign also includes targeted paid social activity and influencer marketing, involving influencers with a total of 700,000 followers on Twitch, including well-known names such as Sofia Espanha and Xarola. The first ten winners of the eating battles will be rewarded with prizes including a trip to FURIA headquarters and a meet-and-greet with a team of female gamers.

Both initiatives impressively show how brands can reach new target groups through innovative approaches in the gaming sector and at the same time demonstrate important social commitment.