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How brands are turning play into solutions

By Jalaja Ramanunni

Saudi Telecom Company (stc) created a game Baity Battle during Ramadan to help gamers who were fasting to keep track of time.

Baity Battle is a virtual island in the interactive video game platform Fortnite Creative.

While playing on the virtual island, gamers keep can track of sunrise and sunset times as it syncs with the real world. As a result, gamers can tell when it is time for Iftar and Suhoor, the two main meals of Ramadan. It turned into a smooth, natural in-game solution for a real-world problem, inspired by a strong cultural insight.

Gaming is booming worldwide, and the Middle East is no different. Baity Battle was inspired by Ramadan and was av

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