GameSquare, Dairy MAX Team Up in Fortnite

GameSquare and Dairy MAX team up in Fortnite to promote dairy products and farming.

Publicly traded esports and gaming company GameSquare (NASDAQ: GAME) announced Tuesday that it has partnered with Dairy MAX to launch the UEFN (Unreal Engine for Fortnite) World Building Map Campaign in Fortnite’s Farm Tycoon. Farm Tycoon was developed in UEFN by GameSquare-owned game development team Moonlight Studios and backed by its creative agency Zoned.

Farm Tycoon allows players to take on the role of a dairy farmer, building and managing their own farms, earning in-game currency and experience points to advance their operations and improve productivity.

This new joint endeavor between GameSquare and Dairy MAX is part of Level Unlocked, an initiative launched in July 2023 that aims to educate the gaming community on the importance of “balanced nutrition and building healthy habits.” Level Unlocked was an expansion of a partnership with GameSquare subsidiaries Complexity Gaming (which was divested earlier this year to former owner Jason Lake and is no longer part of the company) and marketing agency ZONED Gaming.

“We are very excited to partner with GameSquare for this new experience,” says Jennie McDowell, Dairy MAX Chief Strategy Officer. “GameSquare’s commitment to delivering creative experiences to gamers is unparalleled, and their community of influencers boasts a cross-generational, global impact. We want youth to perform at their best. A balanced diet will unlock new levels to their full potential.”

A promotional campaign was launched on Tuesday and features a number of Fortnite content creators and influencers including Chica, SanchoWest, and TBNRFrags, who will promote the new map across various platforms.

Dairy MAX is a non-profit, regional dairy council representing more than 900 dairy farmers and serving communities in Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas, and Wyoming. The organization began its relationship with GameSquare in 2021 and has been collaborating with the company on various initiatives and campaigns ever since.