Advertisers are keener than ever to crack the gaming market and are spending larger chunks of their budget to reach gamers. And Fortnite’s customizable maps offer an ideal playing field. For example, Momentum in Spain created a unique map for the CEAFA, an association for sufferers of Alzheimer’s and other mental illnesses. Aimed at influential gamers, the map seemed at first glance to be full of bugs and errors (slow loading, repeating locations and so on). The catch was that these mimicked the real experiences of people with Alzheimer’s. A smart way of raising awareness of the malady among Gen Z.