Singapore Tourism Board partners Roblox to launch new immersive experience

Singapore Tourism Board (STB) has launched an immersive experience titled Singapore Wanderland on online gaming platform Roblox in a bid to reach new audiences and drive affinity for Singapore by inviting users to explore Singapore’s iconic attractions.

Singapore Wanderland puts a whimsical spin on real-life attractions using three mini-games, where players can earn magic orchids to transform a garden with STB’s destination mascot Merli. The experience has since drawn over two million visits since its beta version launch on 11 May 2023.

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“STB is constantly exploring creative ways and fresh channels to engage new audiences and connect with potential travellers. Singapore Wanderland demonstrates how we push the boundaries of innovation while inspiring travel to Singapore,” said Kenneth Lim, assistant chief executive, marketing group of the Singapore Tourism Board.

Roblox has over 60 million daily active users worldwide, allowing STB to reach key markets such as India, the United States, Indonesia, Philippines and Thailand.

It also offers a new way to reach the family segment, as over half of the users on Roblox are under 18 years old. Furthermore, the virtual world allows STB to explore new monetisation and partnership opportunities. The aim is to grow Singapore Wanderland into a platform where local tourism businesses can experiment and find new audiences in virtual environments, it said. 

“Singapore Wanderland is a creative platform in the digital realm to introduce the blend of horticultural excellence and sustainable technology that makes Gardens by the Bay so unique, to even more people from all over the world,” said May Yeo, assistant CEO of Gardens by the Bay.

STB worked with gaming specialist Publicis Play and Roblox developer Wonder Works Studio to develop the immersive experience over five months which features Gardens by the Bay, Mandai Wildlife Group and Marina Bay Sands in the mini-games, alongside attractions such as the Merlion Park, Singapore Flyer, Adventure Cove Waterpark and The Fullerton Hotel Singapore.

The game will also feature elements inspired by destination icons such as a Supertree hat, a Singapore Flyer Backpack and a Lotus race car. Roblox has also pledged to progressively add new content such as prizes and quests to ensure Singapore Wanderland is refreshed and engaging.

STB joins a host of other brands who have recently made their forays into Roblox. Recently, H&M launched an immersive 3D gaming experience “H&M Loooptopia” on Roblox to allow players to experiment with materials and patterns in a playful way, creating the next virtual garment and wardrobe for their avatar.

Partnering with metaverse studio Dubit, H&M's new interactive online experience also puts circular actions at the heart of the fun, with social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events and more.

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