How Wimbledon Won Over Young Gamers with ‘Wimbleworld’
Wimbledon is an iconic, monolith of a brand, a household name even - but what about today's youth? What do they know about Wimbledon?
Wimbledon drives Gen Z and Alpha brand engagement as WimbleWorld becomes one of the most-visited Roblox sports experiences of all time.
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Introduction
Wimbledon asked us to create an experience that captured the imaginations of younger, more casual audiences. To get a new generation acquainted with everything Wimbledon - and tennis, at large. A fun tennis experience incorporating talent, social, video content and commerce, presented in Wimbledon’s distinct, effortless style and tone of voice. Challenge accepted.
The Challenge
To deliver a fun, immersive tennis experience that is true to Wimbledon’s iconic, classic brand and resonates with a younger audience.
Solution
We knew that Roblox, with 70 million DAU (Daily Active Users) and 67% of those users under the age of 16, was the right platform to bring WimbleWorld to life, so ‘in pursuit of greatness’, we got straight to work.
Our team of talented designers and developers built WimbleWorld end to end, from the iconic Centre Court out, and from the planning to the launch.
We implemented engaging gameplay features and mechanics that not only immerse younger gamers but tell Wimbledon’s story:
Singles tennis matches where players are onboarded by none other than Sir Andy Murray
Treasure hunts with custom-designed, Wimbledon-themed avatar rewards
The Wimbledon store, where players can get unique branded ‘merch’ for their avatar.
Results
Confident with the positive results and engagement, Wimbledon asked us for a new update to WimbleWorld. This became the ‘Lawn of Champions’ mini-game, where players race to mow and mark out the court lines of Wimbledon’s world-famous lawns, in a bid to land a spot on the leaderboard. The update also included a ‘pigeon hunt’ and six new UGCs.
And we’re proud to say that The Gang’s collaboration with Wimbledon doesn’t end there. We’ve more recently created the ‘Race to Wimbledon’, a custom Fortnite creative map, that sees players race through London’s bustling, obstacle-filled streets in a timed race to the Centre Court.
‘Race to Wimbledon’ even had its very own pop-up at Wimbledon 2023, where players could compete in person at the event to try and beat Sir Andy Murray’s time!
“It's been a joy to bring such an iconic brand to both Roblox and Fortnite, and helping to introduce a new generation of gamers to one of the greatest sports events in the world”
