• by Colin Kirkland , July 10, 2025

The General Insurance company is following its Gen Z audience into Fortnite with “The General Road Test Royale,” a branded racing map launching within an existing streamer-backed world called “The Glitch.”

According to the insurance company, its core customer spends more time gaming than the average American, with one in three people naming it their main form of entertainment. The General’s customer base is also reportedly more supportive of streamers than traditional ads, which is why the company has designed its Fortnite campaign to lean “into creator content, not just placements.”

To channel The General's decades-old brand mission of road safety, the company's Fortnite game revolves around a custom-built map that guides players through road test challenges inspired by “real-world driving locations,” such as Miami, New York City, and San Francisco.

Unlike typical racing games within the virtual gaming platform, The General Road Test Royale targets a generation of new drivers, inviting them to navigate obstacles “quickly and efficiently” with “an equal amount of strategy and caution” to earn points that help unlock new challenges and in-game rewards.

The game -- created in partnership with Twitch, Look North World, and National Driving Training – also integrates branded components, including monuments and map markers indicative of The General's mustache and helmet.

To stoke engagement among the gaming-world creators, The General will be hosting a streamer tournament between sixteen of Twitch's top streamers, as well as Grammy-winning artist T-Pain, who will be tasked with livestreaming playthroughs of the Fortnite game.

The tournament, which will stream on Twitch in August, will offer viewers the opportunity to win various relevant real-world products, including a 2025 Honda Civic, a PlayStation 5, and more.