Godzilla X Kong Obby
Read the story- Brand
- Warner Bros.
- Year
- 2024
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- In-Game
Objective
Warner Bros. Pictures and Legendary wanted to build theatrical momentum ahead of the March 29, 2024 release of Godzilla x Kong: The New Empire, reaching Gen Z and family audiences on the platform where they already spend time rather than through conventional advertising. Cameron Curtis, EVP of global digital marketing at Warner Bros. Pictures, framed the goal as giving moviegoers "a virtual entry point into Godzilla x Kong's world." The studio also wanted to gauge whether the experience actually moved people toward buying a ticket, building a survey into the launch to measure it.
Solution
Players land on what looks like a standard 2D trailer for the film — until Kong's fist punches through the screen and pulls them into the frame, dropping them into the 3D jungles of Hollow Earth. From there it's an obstacle course built around the trailer's own beats: a mini-Kong sidekick named Suko tags along as players run and jump across a course scattered with collectible crystals, ending in a sprint through a cave while Godzilla and Kong battle Skar King overhead. Collecting enough crystals unlocks free UGC rewards — a Kong head, a Godzilla tail and head, a full Kong costume, and part of the Kong B.E.A.S.T. glove. At the finish line, players get in-game photos of their run, watch the full trailer, and can stick around to hang out with other players before logging off.
Results
Rolimons puts the experience at 7,576,085 visits and 19,408 favorites, with a peak of 5,707 concurrent players on March 15, 2024, two days after launch, and a 94.65% approval rating (41,336 upvotes vs. 2,337 downvotes). Average playtime ran about 8 minutes per session, and 134,723 players completed the mission end to end; progression badges show 53,949 players collecting 1,000 pickups for the Kong Suit, with roughly 21,500 reaching each of the earlier collectible tiers. An in-experience Roblox survey found a majority of players said they were more likely to see the film (or ask a parent to take them) after playing, and Warner Bros. cites the experience as part of the marketing push behind the film's $194 million worldwide opening weekend.
- 1
The player enters the experience mid-viewing of a standard 2D movie trailer; on screen, a fist punches through the video and pulls the player through it, converting the flat trailer into a playable 3D world.
- 2
The player lands in a Hollow Earth jungle rebuilt from the trailer's own footage, structured as an obstacle course, with Suko (mini-Kong) tagging along as a companion guide.
- 3
The core loop is parkour: the player jumps across platforms and obstacles staged from trailer scenes while grabbing crystal pickups scattered along the route, building up a running collection count.
- 4
The course peaks with a sprint through a cave while Godzilla and Kong battle Scar King in the background.
- 5
Pickup totals unlock free cosmetic items for the player's avatar in tiers: a Kong Head at 500, a Godzilla Tail at 990, a Kong Suit at 1000, and a Godzilla Head at 2000 — the longer the player collects, the more items they take home.
- 6
Finishing the course outright earns a separate reward: the first piece of the Kong B.E.A.S.T. Glove.
- 7
After the run, the player receives theme-park-style souvenir photos automatically captured during their playthrough, which they can keep.
- 8
The final area plays the movie's full trailer as a completion reward, doubles as a social space for players to hang out and compare results, and closes with an in-experience Roblox poll asking whether the experience made them more likely to see the film.
