Jameel Motorsport Uses Fortnite To Show the Cost of Deforestation

Jameel Motorsport, part of Abdul Latif Jameel, has partnered with Serviceplan Arabia to launch a bold new initiative merging gaming with environmental awareness: The Treeless Map*. This custom-built Fortnite map removes one of the game’s core resources – trees – to highlight the devastating impact of deforestation and natural resource depletion.

Deforestation is one of the Middle East’s most pressing ecological challenges, with long-term consequences that will be felt most acutely by the younger generation. And while today’s youth spend an average of 22 hours per week on gaming platforms like Fortnite, traditional awareness campaigns often struggle to reach them.

“To align with Saudi Arabia’s climate goals – and Jameel Motorsport’s commitment to that vision – we wanted to turn gaming hours into learning hours. To connect with younger audiences, we had to meet them where they are and disrupt the environment they engage with most: the virtual world of Fortnite,” said Karim Mroueh, head of digital and innovation at Serviceplan Group Middle East.

In Fortnite, trees are more than just visual elements – they are a critical survival resource, providing players with wood to build and protect themselves. By removing this vital component, The Treeless Map forces players to adapt to a harsher landscape, reflecting the real-world consequences of environmental destruction. A simple change, with powerful impact.

“This initiative reflects our broader commitment to supporting Saudi Arabia’s climate change action and contributing to the United Nations Sustainable Development Goals,” added Munir Khoja, managing director of marketing communications at Abdul Latif Jameel. “By challenging players to adapt to a world without trees or water, we hope to inspire a greater appreciation for our planet’s resources and the urgent need to protect them.”

In just 24 hours, the campaign generated over 1 million impressions and added 24,000 new followers to Jameel Gaming’s Instagram account – demonstrating the potential of combining meaningful engagement with immersive entertainment.

“Gaming is one of the fastest-growing industries in the region. It has the power to connect and inspire an entire generation,” said Rami Hmadeh, managing partner at Serviceplan Arabia. “At Serviceplan, we’re committed to pushing creative boundaries – using platforms like gaming not just to entertain, but to start conversations that matter.”