Almarai, the Middle East’s leading food and beverage company, today announced the launch of its innovative “Almarai Frontliners” campaign inside the globally popular video game Fortnite. Developed in collaboration with Webedia Arabia Group, the initiative represents a major step forward in Almarai’s digital transformation strategy, natively engaging Saudi Arabia’s rapidly growing youth and gaming demographics within their preferred digital entertainment ecosystem.
As traditional media consumption evolves, the “Almarai Frontliners” campaign establishes a custom, branded in-game world that moves beyond passive advertising. By embedding the Almarai brand directly into the daily digital routines and entertainment choices of consumers, the campaign achieves a deep, authentic connection with a generation that values interactive and immersive experiences.
The initiative strongly aligns with Saudi Arabia’s Vision 2030 and its National Gaming and Esports Strategy (NGES), which aims to position the Kingdom as a premier global hub for the gaming sector. With approximately 23.5 million gamers making up roughly 67% of the Saudi population—and averaging 96 minutes of play per day—the custom Fortnite map provides an ideal, high-impact environment to build sustained brand loyalty.
To maximize the campaign’s reach and impact, Almarai teamed up with prominent gaming influencers and content creators for live-streamed activations, supported by targeted promotional content across popular regional gaming platforms like Saudi Gamer. Rather than relying on standard view counts, the success of the campaign is driven by active engagement metrics, including unique player counts, average playtime, map retention rates, and positive brand sentiment among the 16-to-30 demographic.
With the “Almarai Frontliners” campaign, Almarai reinforces its market leadership and proves its commitment to driving forward-thinking, culturally relevant brand experiences that resonate deeply with the next generation of consumers.
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