Aquaman: The Lost Kingdom Roblox Experience

Objective

Warner Bros. Pictures launched an immersive tie-in game for the theatrical release of "Aquaman and the Lost Kingdom" in December 2023, targeting Gen Z audiences on the Roblox platform. The studio sought to extend the film's reach beyond traditional media channels to younger demographics who engage primarily with gaming. The campaign positioned the Roblox experience as a pre-release interactive engagement tool timed to the film's launch.

Solution

The experience placed players in an immersive underwater Atlantis environment divided into four explorable zones. Gameplay centered on combat missions using trident weapons to defend the kingdom from attackers including the villain Black Manta, alongside challenges requiring players to interact with NPCs like Aquaman, his sidekick Topo, and the magical sea dragon Storm. Players completed missions and battles to unlock digital collectible rewards including a golden trident, manta mask, exclusive themed apparel, and an avatar-bound digital pet distributed 24 hours before the UK theatrical release. The game was developed by The Gang and launched on Roblox in December 2023.

Results

The experience, also referred to as "Aquaman Simulator," surpassed 1M+ visits within its first month on Roblox.