UK-based esports organization Guild Esports has teamed up with telecommunications giant Sky to debut a new Fortnite map, Sky City. This collaboration marks an exciting venture into the realm of branded in-game environments and interactive experiences.
Introducing Sky City
Sky City is a custom-built map created through Guild Studios, Guild Esports’ production and creative service division. The map, developed in partnership with gaming studio UMI Games, aims to showcase innovative gaming environments and provide players with a fresh and engaging experience within Fortnite’s battle royale universe.
The launch of Sky City will be accompanied by a dynamic marketing campaign and a series of live streams, collectively known as the 'Speed Showdown.' During this event, players will compete alongside popular content creators in a series of challenges set within the map. Winners will receive prizes from Sky Broadband, and highlights from the broadcasts will be shared across Guild Esports and Sky’s social media platforms.
A New Frontier for Digital Marketing
The partnership reflects a growing trend of brands using Fortnite as a platform for interactive and immersive marketing campaigns. Recent examples include collaborations with Manchester City, Whataburger, and Dairy MAX, all of which have leveraged Fortnite’s extensive reach to engage with audiences in innovative ways.
Jasmine Skee, CEO of Guild Esports, expressed enthusiasm about the collaboration: “We are thrilled to partner with Sky Broadband on the Sky City launch in Fortnite. This is the new frontier of digital marketing, with active and engaged users having authentic brand experiences. We can’t wait to see players enjoy the many unique elements we’ve weaved into the map and to be part of a project that connects and entertains.”
Looking Ahead
The launch of Sky City comes at a time of transition for Guild Esports. Earlier in August, the organization announced it was exploring financial options and in talks with investment company DCB Sports over a potential acquisition. Despite these challenges, the collaboration with Sky signifies a bold step forward in leveraging gaming and esports for impactful brand engagements.
As Fortnite continues to serve as a creative platform for brands and content creators alike, the introduction of Sky City stands out as a testament to the evolving landscape of digital marketing and interactive entertainment.