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Short Case Fortnite  /  The Baity Battle

What if a game's sky told you when to eat?

99% of gamers lose track of time while playing. During Ramadan that's a bigger problem — skipping a meal is not an option. So we put the answer where gamers were already looking.

Creative Idea  /  Gaming  /  Ramadan
24h
One in-game day,
synced to the real sky.
The Idea — The Baity Battle

We hacked the Fortnite platform and extended the in-game time-span from 18 minutes to 24 hours, syncing it with the daylight hours in Saudi Arabia during Ramadan.

That way, gamers could tell when to start or stop eating just by looking at the sky of the game.

+4MM
Gamers impacted
+12MM
Minutes in-game
+16%
Subscriptions
Campaign Magazine

“How brands are turning play into solutions.”

Why It Mattered

Strict mealtimes, in a game with no clock.

01 / Context
Ramadan runs on the sun
During Ramadan, Muslims fast through daylight. The meals that matter most are timed to the sky: Suhoor ends right before sunrise, and Iftar starts precisely at sunset.
02 / Insight
99% of gamers lose track of time
With strict mealtimes, gamers observing Ramadan need to be aware of the time — every minute, of every day. Inside Fortnite, time simply disappears.
03 / Platform
stc Baity Games
stc's Baity Games is the fastest fiber connection for gaming in Saudi Arabia. If its gamers had a problem with time, the brand had to be the one to solve it.
The Craft

The algorithm behind the sun.

Fortnite's day lasts 18 minutes. We hacked the platform's day-night cycle and stretched it to a full 24 hours, locked to the real position of the sun over Saudi Arabia — the first Fortnite mod where sunrise and sunset match the real world, accurate to the minute, every day of Ramadan.

// baity_mod — day-night cycle day.length 18 min → 24 h day.timezone Asia/Riyadh sun.rise = suhoor.ends sun.set = iftar.starts sync real-time, daily
SunriseFasting starts
7 AMFasting
10 AMFasting
2 PMFasting
5 PMFasting
SunsetFasting ends
Beyond the Clock

A Ramadan world, not just a timer.

01 / The Map
Inspired by the Saudi landscape
To create local relevance, the map itself was rebuilt around Saudi geography — so the world gamers fought in looked like the one outside their window.
02 / The Table
A dining table at Iftar
A Ramadan dining table invited players to hang out during Iftar time, in the spirit of sharing and togetherness — a pause built into the battle.
03 / The Loop
Side missions that pay off
Different side missions helped players upgrade characters and gear faster — so they kept coming back, day after fasting day.
The Work

A clock made of clouds.

The Casestc × Fortnite — Ramadan, Saudi Arabia
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