UNESCO World Heritage Site recreated in Fortnite for new campaign by Diyirah
UNESCO World Heritage site At-Turaif in Diriyah has been created in global gaming phenomenon Fortnite Creative by Livewire, Beyond Creative and VCCP Media.
Today, challenger agency VCCP Media and Livewire, the global gaming marketing company, have partnered with Diriyah Company and Fortnite Creative experts Beyond Creative to launch The Wonders of Diriyah, a groundbreaking Fortnite Creative experience that brings the ancient city of At-Turaif to life for gamers worldwide.
At-Turaif, the birthplace of the Kingdom of Saudi Arabia and a UNESCO World Heritage Site, has been brought to life in Fortnite Creative, reimagined as an immersive, educational playground. The Wonders of Diriyah is a meticulously crafted, authentic, 1:1 recreation of At-Turaif within Fortnite Creative, launching on September 20th, just in time for Saudi Arabia’s National Day celebrations on September 23rd. Before initiating the digital development, both teams embarked on an immersive on-site expedition, employing cutting-edge 3D scanning technology to capture the essence of this historic locale. This approach, combined with capabilities of Unreal Engine for Fortnite (UEFN), produced an unparalleled digital representation of the ancient city at true-to-life scale. The painstaking recreation process, enriched by extensive photographic documentation and historical references, captures even the most intricate aspects, down to the hand-shaped triangles in traditional Najdi mudbrick architecture. This level of technological precision pays homage to the original craftsmanship that shaped At-Turaif nearly 300 years ago.
The development of The Wonders of Diriyah was guided by a comprehensive research study conducted by Livewire, involving 600 gamers across Saudi Arabia. This study provided crucial insights that shaped all aspects of the experience, including that an impressive 83% of Saudi gamers engage in gameplay at least 2-3 times a week, with over half playing daily. Notably, 95% of these gamers expressed a keen interest in Diriyah-related experiences within Fortnite Creative maps, underscoring a strong connection to cultural elements.
In addition to the visually stunning recreation of At-Turaif, players can experience iconic landmarks such as Salwa Palace, and the Imam Meshari bin Saud Palace. The experience includes engaging gameplay modes like a speed run challenge, where players collect authentic Saudi artifacts, and interactive NPCs scattered throughout the virtual city provide historical context, enriching the educational value. Players can also freely explore the intricate details of At-Turaif at their own pace, immersing themselves in its rich cultural heritage. This virtual environment mirrors the real world experience, delivering endless opportunities for discovery and interaction.
The experience will be supported by a comprehensive marketing campaign, the strategy of which was created by VCCP Media. The campaign features an epic 60-second cinematic trailer that showcases the immersive world created by Beyond Creative, collaborations with top-tier local gaming talent led by Livewire and widespread promotion through regional out-of-home (OOH) and cinema placements secured directly by Diriyah. Additionally, digital marketing efforts will target platforms popular with gamers, including Reddit, Discord, and various social media channels, while livestreams and in-game media promotions further amplify the reach, led by Livewire.
Designed with the passions of Saudi gamers at heart, this experience is not just a game—it's a journey into the rich heritage of a nation. Whether racing through a speed run challenge, discovering hidden artifacts, or soaking in the majestic architecture of Saudi Arabia’s most iconic landmarks, The Wonders of Diriyah offers something for every gamer.
Log in to Fortnite and embark on the adventure today!
Note to editors: This is an independently created Fortnite experience and is not sponsored, endorsed, or administered by Epic Games, Inc. Fortnite is developed by Epic Games, and offers a wide range of tools to empower anyone to design games and experiences. In Fortnite, anyone can build their own online experience for free and share it with Fortnite's audience around the world.