British Army recruitment campaign in Fortnite looks to have been pulled offline

A marketing campaign designed to promote recruitment in the British Army using a custom-made Fortnite map looks to have been taken offline.

Social media posts and a slickly-produced trailer for the British Army recruitment drive have now been removed, Eurogamer has spotted.

Their so-far unexplained disappearance follows a backlash to the campaign, which was set to centre on a new Fortnite experience and be promoted by high profile influencers.

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Social media posts by the British Army last week raised eyebrows, with the use of Fortnite — a game enjoyed by millions of younger players — called into question.

«Check it out,» a now-deleted social media post by the official @ArmyJobs account stated. "@Elzthewitch and @yungfilly1 battle to Be The Best on our new Fortnite experience Operation: Belong."

A trailer for the map showed Fortnite characters — including the game's main default character Jonesy — diving into action, firing weapons and taking on an army boot camp-style assault course.

The British Army had planned to hold a livestream this week on Wednesday, 24th January via Twitch to show off the map, with British YouTuber and musician Yung Filly plus YouTuber and presenter Elz The Witch.

A now-deleted social media post from the British Army's Jobs account. | Image credit: @ArmyJobs / Eurogamer

It's unclear if that livestream will still go ahead, but posts by the pair advertising the event on their own social media channels have also been deleted.

Reactions to the initial campaign were mixed, despite its trailer stating the promotion was «not sponsored, endorsed, or administered by Epic Games».

This line is required by Epic Games' Fortnite Island Creator Rules, a document which governs what you can and cannot do with the game's creative mode options.

But a further line in that document also