Getty Images
Tennis Australia has partnered with Roblox to launch AO Adventure, a new interactive metaverse game for the Australian Open Grand Slam championship.
Contract:
- Roblox to house digital recreation of Melbourne Park
- Users to compete in virtual tennis-themed games to win prizes
- Australian Open’s airline partner Emirates has a plugin with the Roblox experience
- AO Adventure features digital shop where users can buy digital collectibles for their avatars
Context:
The Roblox deal marks Tennis Australia’s latest metaverse venture after the deal with Decentraland for the ‘AO ArtBall’ non-fungible tokens (NFTs) for last year’s Australian Open. That partnership will also be active for this year’s tournament.
Comment:
Ridley Plummer, senior manager of metaverse, Tennis Australia, said: “With more than 80 per cent of users on the platform aged 25-and-under, it’s also a great platform for us to connect with younger fans, who we hope will be inspired to visit the AO in person one day after experiencing what the AO has to offer, beyond tennis.”
Coming next:
Tennis Australia will look to leverage Roblox’s network of more than 200 million monthly active users to reach new fans, particularly younger audiences.
