Samsung Space Tycoon
Open the game- Brand
- Samsung
- Year
- 2022
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
Objective
Samsung launched Space Tycoon to establish a new communication channel with Gen Z consumers through interactive brand experiences in the metaverse. As part of the #YouMake campaign, the project aimed to enable younger audiences to engage creatively with Samsung's product ecosystem by building and customizing digital items in an immersive gaming environment, moving beyond traditional one-directional marketing.
Solution
Space Tycoon was a virtual playground built on Roblox, developed over 24 months by Samsung Electronics' Corporate Design Center in Seoul. Players engaged in a tycoon-style simulation across three zones: a Mining Zone for resource extraction, a Shop for purchasing in-game items, and a Laboratory for manufacturing virtual Samsung products. The experience allowed players to transform Samsung devices (such as converting a Galaxy Z Flip foldable phone into an in-game scooter) and create their own digital products. The platform launched on July 12, 2022, and ran through September 9, 2022, supporting 14 languages to reach players across North America, South America, Africa, Asia, Australia/Oceania, and Europe.
Results
Samsung Space Tycoon won recognition at the iF Design Award 2023 in the User Experience (UX) discipline, specifically in the Education/Creative Tools category.
