Baity Battle

Agency: Wunderman Thompson MENA


stc developed a custom Fortnite island where in-game sun syncs with the real world to help with fasting during Ramadan. The Saudi telecom creates BAITY BATTLE, a Ramadan-inspired map built in Fortnite Creative, where sunrise and sunset times in this custom map sync with the real world to help gamers keep track of time. With shorter working hours and long, active nights, Ramadan sees a significant rise in gaming hours among Muslims. And when players are having fun, they lose track of time. stc, Saudi’s biggest telecom, is proud of its Baity Fiber Play, a plan with an impressive 150 Mbps upload speed, promising the smoothest gaming experience ever.

But on Ramadan, that’s an actual problem. People observing fasting need to follow strict times for eating, all based on sunset and sunrise. Missing a meal has real consequences for their days. stc’s speedy connection is so good it becomes a problem. So, we created the solution.

The Wunderman Thompson Dubai and Riyadh teams came up with Baity Battle. Baity Battle is a custom Fortnite island, built using Fortnite’s in-game Creative toolset, where time in this island is synced with the real world. That means that when the sun approaches the horizon in real-life, it will do the same in Baity Battle .

That way, gamers can tell when the times for Iftar and Suhoor, the two main meals of Ramadan, are approaching while playing Baity Battle. The custom island is based on the map of Saudi Arabia, with mountains, cliffs, deserts, the sea, a modern city, and a traditional village. It also has challenges and side-missions inspired by Saudi hobbies, like camping, falconry, and dune bashing .

A smooth, natural in-game solution for a real-world problem, inspired by a strong cultural insight. The custom-built island in Fortnite Creative is being promoted online via Saudi Twitch streamers inviting players to join the map and attest to the synchronism. stc social media pages also published a launch video to create engagement and bring people to the map. Baity Battle was featured on Fortnite’s Discover page for the first days of Ramadan. Baity Battle will receive weekly updates until the end of Ramadan, keeping gamers engaged and returning to play with friends and family.

“Ramadan campaigns and activations often fall under the same topics, year after year. What makes this campaign so interesting is how we solve a problem that is very true to a specific audience, that is often overseen this time of the year” Tiago Bastos, Creative Director.

“stc is a gamer-favorite when it comes to the internet because they do offer superior connection standards. That’s great for 99% of the year, except right before Ramadan mealtimes. Owning that and coming up with the solution is a lot of fun.” Rayyan Aoun, ECD Saudi.

“Mixing gaming with Ramadan is not the first-place brands are willing to go during this time of the year. That makes this idea so fresh, it’s unexpected, but it makes sense.” Pablo Dachefsky, ECD Dubai.

This is an independently created Fortnite Creative experience and is not sponsored, endorsed, or administered by Epic Games, Inc.

This professional campaign titled 'Baity Battle' was published in Saudi Arabia in March, 2023. It was created for the brand: STC, by ad agency: Wunderman Thompson MENA. This Content, Digital, and Integrated media campaign is related to the Electronics, Technology, Gaming, and Recreation, Leisure industries and contains 1 media asset. It was submitted about 1 year ago.


Agency: Wunderman Thompson Riyadh & Wunderman Thompson Dubai
Chief Creative Officer, MENA: Chafic Haddad
Executive Creative Director, Dubai: Pablo Dachefsky (Dubai), Rayyan Aoun (KSA)
Creative Director, Dubai: Tiago Bastos
Associate Creative Director: Marcelo Zylberberg
Senior Art Director: Tiago Bastos
Junior Art Director: Yamin Inayah
Senior Copywriter: Sara Ibrahim
Copywriter: Benjamin Kirby, Mohammed Binkhudhair
Motion Designer: Aashim Kadayikkal
Business Director: Jad Haddad
Account Director: Joseph Elhage
Account Manager: Ahmed Al-Ajami
STC Senior Media Analyst: Wajd Almusallam
STC Digital Media Director: Abdullah Alotaibi
STC Commercial Marketing Communication GM: Faisal Al Saad
Production Company: XCave Studios
Camila Vulcanis - Executive Producer
Rod Hurtado - XR Creative Director
Paulo Furtado - Game Director
Rafaela Aquino – Producer
Harry Jekyll - Lead Technical Artist
Breno Giovanelli - Technical Artist
Pedro Alvez - Game Artist
Felipe Falkiner - Game Operations


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