McLaren deal caps big week for brands on Roblox


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Roblox hopes its user-generated content platform will become the metaverse, and it made some headway this week by announcing brand partnerships this week with McLaren Racing, Alo Yoga, The Brit Awards, and the NFL.

Any of these deals would have been great to announce, but all four in one week show just how enticing Roblox’s platform has become with nearly 50 million daily active users.

And it shows that brands don’t want to miss out on the metaverse, the universe of virtual worlds that are all interconnected, like in novels like Snowfall and Loan player one. Companies like Facebook/Meta are busy creating their own versions of the metaverse, and all see it as the next version of computing and the internet.

Brands also show that they trust Roblox. This is important for Roblox, as it has been targeted a few times by some who think Roblox is not good for children or exploits their labor.

Today McLaren Racing presented the new McLaren MCL36 virtual race car to Formula 1 enthusiasts with access to the
McLaren F1 Racing experience on Roblox.

The global digital reveal on Roblox is coordinated with the real-world reveal 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.

It’s the first time a Formula 1 brand has unveiled a new car via an immersive and widely accessible metaverse experience. The McLaren F1 Racing Experience on Roblox, a global digital platform uniting millions through shared experiences, lets fans race a virtual MCL36 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 an incredible feeling, so it’s great to be able to give fans their own Roblox experience,” 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 our fans will have the chance to sit there before me and Daniel will even have driven it, which is pretty cool. hope you all enjoy the ride through the metaverse and keep an eye out for my avatar.

All of these experiences are not just branded showrooms. In this case, the Roblox community can also explore the McLaren Technology Center’s metaverse counterpart, take selfies with the MCL36, purchase exclusive F1 McLaren digital items, and gear up in bundles of avatars of Norris and Ricciardo.

To recreate the McLaren MCL36 design, Roblox community developers The Gang worked in secret with the McLaren Racing team.

“The Gang used Roblox’s new ‘Future is Bright’ lighting technology to create very realistic and dramatic lighting in the virtual McLarenTechnology Center,” Marcus Holmström, CEO of The Gang, said in a statement. “We built an accurate representation of the 3D model of the car and applied physical rendering technology to it. The result is an extremely realistic surface appearance.

“We’re truly proud of the creative ways brands authentically come to the platform and connect with our community,” Christina Wootton, vice president of global brand partnerships at Roblox, said in a statement. “McLaren is a shining example of how brands can push boundaries and unveil their products to a global audience. It is the first Formula 1 brand to unveil its driver through an immersive experience accessible to millions of people at once.

The Alo Yoga wellness experience

The Alo Yoga Wellness Experience in Roblox.

And yesterday, Alo Yoga, a fashion and lifestyle brand, launched inside Roblox a virtual Alo Sanctuary, an immersive wellness space for yoga and meditation. The experience coincided with Alo’s plans to open her veritable wellness sanctuary at Spring Studios during New York Fashion Week: The Shows.

It’s clearly a very different market than the McLaren crowd, and it shows that brands believe Roblox appeals to a wider variety of consumers than in the past. (Most think Roblox is a place where kids can play games with their friends).

NFT Tycoon

NFL Tycoon inside Roblox.

And the National Football League and Roblox today announced the launch of NFL Tycoon to engage the next generation of NFL football fans in the “metaverse,” the partners said.

The Roblox NFL Experience will engage fans year-round in interactive NFL-themed gameplay while providing a new virtual hangout destination with activations tied to league events. It starts with Super Bowl LVI on Sunday.

“We are beyond excited to partner with Roblox as we delve deeper into the Metaverse and continue to learn the value of interactive shared experiences for the NFL,” said Joe Ruggiero, senior vice president of consumer products at the NFL, in a statement. “We see Roblox as an extension of real-world NFL engagement platforms for emerging social connectivity where fans can learn about the game and the business side of NFL football. evolution of fan engagement for the League, and we’re excited to be part of this dynamic space that will continually evolve over time with new experiences.

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

Like many Roblox experiences, the NFL Square is meant to bring players back to new experiences again and again.

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