Cordoba, Argentina. March 13th, 2026 – YPF, Argentina’s largest oil and gas company, advances its innovation and communication strategy with the launch of an immersive experience inside Fortnite, one of the most influential cultural and digital entertainment platforms worldwide.
The initiative takes the form of an island that recreates the universe of YPF Full, one of the brand’s most recognizable spaces. The project seeks to connect with younger audiences through the cultural and technological language of gaming and was developed together with Exomindset and its gaming studio Odaclick.
For years, major brands built their relationships with audiences through one way messages and mass media. Today, that paradigm is under review. New generations no longer expect brands to speak to them, but to become part of the environments they inhabit and the experiences they choose.
“Exploring new languages and platforms is key to continuing to build a meaningful relationship with present and future audiences. This experience allows us to bring a space as representative as YPF Full into a digital environment where interaction and creativity take center stage,” said
Agustina Pelfini, CMO of YPF.
More than a brand presence initiative, the experience represents a shift in logic. Instead of transferring advertising messages into a new channel, YPF chooses to integrate organically into an ecosystem where interaction is the starting point.
The island is conceived as a playable environment designed to be explored and shared by users, respecting the dynamics of the platform and avoiding the interruptions typical of traditional communication.
Fortnite consolidates itself as a space where entertainment, social interaction, and cultural creation converge, particularly among young and highly active audiences. For brands with a long term perspective, understanding these environments moves beyond a tactical consideration and becomes a strategic decision.
YPF’s presence in this universe reinforces its positioning as a company that understands the transformation of cultural habits and chooses to participate actively in that shift.
The development of the experience is led by
Exomindset, a technology company specializing in software solutions and complex digital experiences, together with its gaming studio
Odaclick. The project combines game design, development using Unreal Editor for Fortnite, 3D modeling, mechanics design, and the creation of immersive environments, with a focus on user experience and on adapting brand guidelines to the native language of gaming.
The initiative positions YPF among the first companies in Argentina to bring a brand experience into a large scale gaming environment. In a landscape where attention is an increasingly fragmented resource, the project raises a relevant question for many organizations: not only where to communicate, but how to build presence in the spaces where cultural value is being created today.
Brands and organizations can create their own custom maps and experiences within the Fortnite ecosystem through studios validated by Epic Games for development on the platform. This initiative was developed independently and does not represent an official partnership or collaboration between Epic Games and YPF.
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