Giro d’Italia taps Fortnite’s 650 million players to reach a new generation

Fortnite, developed by Epic Games, is one of the most popular games in the world, with more than 650 million registered players globally. Originally known for its battle royale mode, it has evolved into a wider digital platform where brands, artists and sports properties build custom interactive experiences.

Unveiled in Milan on Monday, the project recreates the Italian Grand Tour inside the game through a custom built map inspired by eight locations from this year’s route, including Naples, the Blockhaus climb in Abruzzo and the final finish in Rome. 

Players can ride through the stages in a virtual format, tackling checkpoints and time based challenges designed to mirror the rhythm of a stage race.

The concept goes further than a simple branded environment. Organisers have structured the experience to resemble a multi stage competition, where players aim to post the fastest times across different segments before claiming a virtual version of the Giro trophy. In game rewards include the race’s iconic leader jerseys.

A notable addition is the introduction of bicycles as a playable element, a first within Fortnite’s ecosystem.

Beyond the novelty, the move reflects a clear shift in focus: reaching younger audiences who are far less likely to follow cycling through traditional broadcasts, and bringing the sport into platforms where they already spend their time, rather than expecting them to tune in to a five hour stage on television.

It is not the first recent attempt by the Giro to innovate. Last year, organisers introduced the so called Red Bull KM, an intermediate sprint that offers time bonuses for the general classification and is designed to make racing more aggressive.

The concept returns in 2026 with a more prominent role. On all road stages, riders can collect six, four and two seconds at the Red Bull KM, the only point outside the finish where time bonuses are available. 

Compared to its debut season, the sprint has been positioned closer to the finish on most stages, increasing its potential impact on the overall standings.