Roblox Metaverse
Open the game- Brand
- KHL
- Objective
- Engagement
- Industry
- Sports
- Mechanic
- Adventure & quest
- Agency
- resonance.family
Objective
KHL, Russia's professional ice hockey league, sought to bridge generational gaps and introduce the sport to Gen Z audiences through an interactive digital experience on Roblox. The campaign aimed to deepen fan connection to league values and clubs while driving offline engagement and match attendance by embedding hockey passion into gaming.
Solution
A branded Roblox metaverse world where children and parents collaborated to explore KHL club values and league knowledge through interactive gameplay. The experience was amplified through partnerships with popular Roblox streamers and bloggers who led in-game clans, creating social cohesion and viral reach within the Roblox community.
Results
136,000 unique players; 621 hours of average daily gameplay; 10.5 million content views; 1.5 million additional viral reach; 11,000 players joined streamer-led clans; ranked in Roblox's top 5,000 games globally.
