Qatar Airways has launched QVerse Island on Fortnite, one of the world's most popular gaming platforms, featuring a virtual Doha where players complete challenges to win travel rewards, guided by digital crew member Sama. Olivia Palamountain reports

Qatar Airways has launched its first digital destination, QVerse Island, on metaverse-style gaming platform Fortnite, in a bid to engage younger travellers and gamers.

Designed as an interactive version of Doha, the gaming experience begins at a virtual Hamad International Airport, where players interact with Sama, Qatar Airways' digital cabin crew guide (read more about Sama here).

Players then explore locations including The Orchard before taking on mission-based challenges across Doha's landmarks. Hidden throughout the island are "golden tickets" that unlock travel rewards and even flights.

Sama acts as the in-world guide throughout QVerse Island. The digital figure already appears across Qatar Airways' platforms, including the airline's immersive web experience QVerse, online brand storytelling, experiential activations and interactive environments. Her presence in Fortnite extends Qatar Airways' digital identity into gaming spaces as the airline blends virtual experiences with tangible travel rewards.

The move aligns with Qatar Airways' investment in digital experiences, including the rollout of Starlink connectivity. Qatar Airways currently operates over 120 Starlink-enabled aircraft, making it what the airline describes as the world's first and largest widebody fleet equipped with Starlink.

Passengers onboard Starlink-powered flights can access super-fast wifi on routes across six continents, including flights to the majority of destinations served by Qatar Airways in the Americas and Australia, and on prominent routes in Africa, Asia, Europe and the Middle East.