Singapore – The Singapore Tourism Board (STB) has announced the launch of its immersive experience ‘Singapore Wonderland’ on the popular sandbox game Roblox. Said experience is part of STB’s efforts to reach new audiences in innovative ways, and allows users to experience Singapore as they accomplish various tasks in a virtual world.
The tourism board has teamed up with Publicis’ gaming specialist Publicis Play and Roblox developer Wonder Works Studio to develop the immersive experience over five months.
Singapore Wanderland puts a playful spin on real-life attractions in three mini-games, where players earn magic orchids to transform a garden with STB’s destination mascot Merli. Gardens by the Bay, Mandai Wildlife Reserve and Marina Bay Sands are featured in the mini-games, alongside iconic attractions such as the Merlion Park, Singapore Flyer, Adventure Cove Waterpark and The Fullerton Hotel Singapore.
Moreover, the experience is based on popular entertainment formats on Roblox, and aims to drive affinity for Singapore by featuring elements inspired by the country’s destination icons.
For example, users can express themselves through fun personalisation options. They can amass virtual collectibles to customise their avatars, such as a Supertree hat, a Singapore Flyer Backpack and a Lotus race car.
Kenneth Lim, assistant chief executive for marketing group at Singapore Tourism Board, said, “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. We welcome visitors to explore Singapore virtually, and for tourism partners to collaborate with us in the virtual world to create impact in the real world.”