WimbleWorld

Objective

Wimbledon sought to engage younger audiences (Gen Z and Gen Alpha) with tennis through a digital-native experience on Roblox. The brand aimed to develop the next generation of fans by creating an immersive, gamified environment that felt natural to players under 18, ultimately ensuring that future Wimbledon enthusiasts would grow up with the same passion as today's fans.

Solution

The Gang developed WimbleWorld, a mini-metaverse experience within Roblox featuring singles tennis matches on a virtual Centre Court with Andy Murray as onboarding guide. Players participated in treasure hunts earning custom Wimbledon-themed avatar rewards, accessed a branded store selling limited-edition items (Ralph Lauren collection, Andy Murray memorabilia), and competed in mini-games including 'Lawn of Champions' (court maintenance gameplay) and pigeon hunts. The experience included leaderboard competitions and user-generated content pieces. A secondary 'Race to Wimbledon' experience was launched on Fortnite Creative, with a physical pop-up at Wimbledon 2023. Players could interact with Andy Murray's avatar within the experience.

Results

15.3 million total visits; 5+ million organic YouTube community views; 10-minute average session duration; 53% of total gameplay hours from players under 13; 55% of new users under 13; highest day 1-7 retention among players under 14.