GameSquare, Dairy MAX Team Up in Fortnite

GameSquare, a publicly traded gaming and esports company, has partnered with the non-profit organization Dairy MAX to launch a branded experience within Fortnite. The collaboration centers on a custom map titled Farm Tycoon, developed using Unreal Engine for Fortnite (UEFN) by GameSquare’s internal development team, Moonlight Studios, with support from the creative agency Zoned. The map functions as a simulation game where players manage dairy farms to earn in-game currency and experience points.

This initiative is a continuation of the Level Unlocked campaign, which began in July 2023 with the goal of promoting balanced nutrition and healthy lifestyle habits among the gaming community. The project leverages the reach of prominent Fortnite content creators, including Chica, SanchoWest, and TBNRFrags, to promote the map and its underlying messaging across various digital platforms.

The partnership represents a long-standing relationship between the two entities, which began in 2021. Dairy MAX, a regional council representing over 900 dairy farmers across several U.S. states—including Texas, Colorado, and Wyoming—utilizes this collaboration to engage a younger, global audience. By integrating educational themes into popular gaming environments, the campaign aims to connect the importance of a balanced diet with the performance goals of young gamers. The project highlights the ongoing trend of brands utilizing UEFN to create bespoke, interactive experiences that foster deeper engagement with target demographics within established gaming ecosystems.