Carrefour establishes a long-term presence in Fortnite with BEM

Carrefour is launching a new branded game in Fortnite, created by Publicis Conseil and developed with BEM, marking a new step in the retailer’s approach to gaming and its engagement with younger audiences. 

Rather than designing the project as a one-off gaming activation, Carrefour, Publicis Conseil and BEM developed a game built to evolve over time. At its core is a Carrefour lobby connecting players to several mini-games inspired by the company’s activities and professions.

The first version features four different games centred around agriculture, logistics, the hypermarket and product innovation. Players can maximise their harvest as producers, race through logistics challenges as delivery drivers, identify problems across supermarket aisles or protect Carrefour innovations from waves of attackers. 

Each game translates a different aspect of Carrefour into gameplay. Instead of simply explaining the company’s professions and commitments, the project turns them into mechanics designed around the way Fortnite players already play and interact.

The game has also been conceived as a modular environment. New mini-games can be introduced over time, existing ones can evolve or be replaced, and the Carrefour lobby can change to reflect the brand’s products, innovations, commitments and key moments throughout the year.

This approach gives Carrefour an infrastructure that can be activated beyond a single campaign. The ambition is to progressively establish the game as a new communication channel between the brand and younger generations — a space that Carrefour can continuously animate and develop.

For BEM, the project also reflects an evolution in the way brands can approach platforms such as Fortnite and Roblox: moving from one-off activations towards longer-term gaming presences that combine games, content, creators and media.

BEM developed the Fortnite game in collaboration with one of the creators from the BEM Ad Network, working alongside Carrefour and Publicis Conseil on the project. The French launch is amplified by gaming creator Unchained, with a community competition inviting players to discover the Carrefour game and share their best clips. 

BEM, through its BEM Ad Network platform, enables brands, artists and IP owners to activate directly across UGC gaming platforms such as Fortnite and Roblox through native formats and collaborations with gaming creators. 

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