In Fortnite’s ever-expanding universe, custom game modes have become a central hub for branded experiences, with companies eager to use the game as a platform to engage players in new and innovative ways. Marriott Bonvoy’s “Land,” however, is a stark reminder that sometimes, less is more. Aimed at showcasing the hotel chain's portfolio within Fortnite’s Creative mode, this branded experience falls flat, offering little more than a virtual city square filled with generic hotel lobbies, leaving players questioning whether Fortnite’s shift towards becoming a virtual “platform” is truly the right direction.

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Upon entering Marriott Bonvoy Land, I was greeted by a large block of text explaining the ad-focused nature of the space. This is where the experience starts to unravel: What was billed as a unique Fortnite creation turned out to be a simple, uninspired city square with four Marriott hotels. It felt more like a poorly executed shopping mall than an engaging in-game destination. The idea of fast travel between hotel lobbies, while seemingly convenient, only added to the sense that nothing in the space was particularly worth exploring.

The first hotel I visited, Moxy, was clearly designed to cater to the Gen Z crowd, boasting a budget-friendly yet trendy aesthetic. It was meant to be playful and fun, yet within the context of Fortnite, it felt lackluster. The virtual Moxy was a minimalist reflection of its real-world counterpart, with its “check-in” area featuring a concierge NPC doing Fortnite dances, which only underscored the disjointed nature of the experience. Marriott's real-world Moxy hotels are known for their lively, artsy vibes, but the virtual version lacked any true sense of creativity or immersion.

The rest of Marriott Bonvoy Land followed suit. The W Hotel, aimed at a slightly older, jet-setting demographic, felt more like a sterile art museum than a luxurious getaway. Its tutorial suite, though artistically designed, felt oddly vacant, with no real gameplay or interaction. The entire experience felt more like an ad disguised as a game mode rather than an actual attempt to create a compelling world within Fortnite.

In hindsight, Marriott Bonvoy Land highlights a fundamental issue with the current trend of branded in-game experiences: They often prioritize marketing over player engagement. While Fortnite’s platform has created an ecosystem for brands to reach new audiences, the Marriott Bonvoy Land experience failed to deliver anything substantial. Rather than offering an engaging world for players to explore, it seemed more interested in showing off corporate partnerships with little regard for the enjoyment or immersion of its audience.