McLaren deal closes a big week for brands on Roblox

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Roblox hopes to become its user-generated content platform Metawars, and has made some progress this week as it announces brand partnerships with McLaren Racing, Alo Yoga, The Brit Awards and the NFL this week.

Any one of them was big enough to announce a deal, but all four deals in one week show how attractive Roblox’s platform has become with nearly 50 million daily active users.

And it shows that brands do not want to miss the metavers, the universe of virtual worlds that are all interconnected, as in the novels. Snow crash And Ready Player OneCompanies like Facebook / Meta are busy creating their own version of Metavers and they all see it as the next version of computing and internet.

Brands also show that they trust Roblox. It is important for Robolox, as it has been targeted by some people who believe that Robolox is not good for children or exploits their labor.

Today, McLaren Racing released the new virtual McLaren MCL36 race car for Formula 1 enthusiasts.
McLaren F1 racing experience on Roblocks.

Global Digital Reveal on Roblox is synchronized with the real-world unveiling of the new McLaren MCL36 in which McLaren F1 drivers Lando Norris and Daniel Ricciardo will compete for the 2022 FIA Formula 1 World Championship.

The occasion marks the first time the Formula 1 brand has unveiled a new car with an immersive, widely accessible Metawors experience. McLaren F1 Racing Experience on Roblox, a global digital platform that brings millions of people together through shared experiences, makes fans virtual MCL36 races through some of the most popular Roblox experiences including driving simulator, jailbreak and ultimate driving.

Roblox has a McLaren showroom and racing games.

“Driving a Formula 1 car is a wonderful feeling, so it’s wonderful that we are able to give fans their own experience on Roblox,” McLaren F1 driver Lando Norris said in a statement. “Our car launch is one of the most exciting events of the year and this time Daniel and I have driven it before our fans get a chance to sit in it, which is great. I hope you enjoy the ride in all the metavars and keep an eye on my avatar. “

All of these experiences are not plain brand showrooms. In this case, the Roblox community can also explore the Metavers counterpart of the McLaren Technology Center, take selfies with the MCL36, purchase exclusive F1 McLaren digital items, and fit into Norris and Ricciardo avatar bundles.

To recreate the McLaren MCL36 design, the developers of The Gang’s Roblox community secretly worked with the McLaren racing team.

“The gang used new Roblox ‘Future is Bright’ lighting technology to create highly realistic and dramatic lighting at the Virtual McLarente Technology Center,” Marcus Holmstr્રોm, CEO of The Gang, said in a statement. “We have introduced a specific 3D model of the car and applied physics-based rendering technology. The result is a vivid real surface look.

“We are really proud of the way brands are honestly coming to the platform and connecting with our community,” said Christina Wooten, vice president of global brand partnerships at Roblox. “McLaren is a shining example of how brands can push boundaries and unveil their products to a global audience. This is the first Formula 1 brand to unveil their racer through an immersive experience that is available to millions at once. Is. ”

Aloe vera’s wellness experience

Alo Yoga Yoga Wellness Experience in Robolox.

And yesterday Alo Yoga, a fashion and lifestyle brand, launched a virtual Alo Sanctuary inside Roblox, an immersion wellness space for yoga and meditation. The experience coincided with Alo’s plan to open a real-life wellness sanctuary at Spring Studios during New York Fashion Week: The Show.

It is clearly a very different market than the McLaren crowd, and it shows that brands believe that Roblox attracts a wide variety of customers compared to the past. (Most people think of Roblox as a place for children to play games with their friends).

NFT Giants

NFL giants inside Roblocks.

And the National Football League and Roblox, today announced the launch of the NFL Tycoon to partner with the next generation of NFL football fans in “Metavars”.

The NFL’s Roblox experience will engage fans throughout the year in interactive NFL-themed gameplay while also providing a new virtual hangout destination with activations associated with league events. It starts with the Super Bowl LVI on Sunday.

“We are thrilled to partner with Roblox as we travel deeper into Metawars and continue to learn the value of interactively shared experiences for the NFL,” said Joe Rugiero, senior vice president of consumer products at NFL, in a statement. “We see Roblox as an extension of the NFL’s real-life connection platform for emerging social engagement where fans can learn the game and the professional side of NFL football. This is a new frontier for how fan engagement will evolve for the league, and we look forward to being part of this dynamic space that will continue to evolve with new experiences over time. “

NFL Tycoon lets fans create, play and learn in their own NFL-centric world through a combination of popular businessman and simulator styles on Roblox. Throughout the year, the NFL Tycoon will host virtual live events and activations that coincide with the NFL calendar, starting with “Destruction House”, an interactive event inspired by the highly anticipated NFL Super Bowl LVI commercial.

Like many of Roblocks’ experiences, NFL Place aims to bring players back to new experiences.

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