WimbleWorld
View the case- Brand
- Wimbledon
- Year
- 2022
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Racing & Sports
- Platform
- In-Game
- Agency
- The Gang
Objective
Wimbledon wanted to grow its next generation of fans — Gen Z and Gen Alpha audiences for whom tennis and the tournament aren't a given — by meeting them on Roblox, the platform where that age group already lives. The 2022 launch doubled as a way to mark Centre Court's 100th anniversary in a format built for young fans' hands, not just their screens.
Solution
Players arrive on a scaled recreation of the Wimbledon grounds, built out from a replica Centre Court, where an avatar of Andy Murray walks them through the basics. From there it's onto court for one-on-one singles matches against the AI or other players, serving, moving, and swinging to win Wimble Bux coins. Those coins go toward a branded shop stocked with Wimbledon x Ralph Lauren 2022 gear and Murray's own AMC cap, or toward hidden-item hunts and lawn-care mini-games scattered around the map. A session drifts between courtside matches and these side errands, looping back to the shop or straight into another match.
Results
15.3 million total visits, with more than 12 million in the first year alone and 80% of that first-year audience under 24 — one of the most-visited official sports experiences on Roblox. Average session length ran 10 minutes; players under 13 accounted for 53% of all play hours and 55% of sessions and new users. User-made content around the game drew 5+ million organic YouTube views. Now running as Wimbledon: Tennis Showdown, it has kept growing to 32.9 million cumulative visits and 126,600 favorites.
- 1
The player opens WimbleWorld (now Wimbledon: Tennis Showdown) in Roblox and spawns on a replica of the All England Lawn Tennis Club grounds, with a life-size Centre Court at the center of the map.
- 2
An avatar of Sir Andy Murray leads onboarding, teaching how to serve and charge up the serve while introducing the venue; screens around the branded grounds play real highlights from the live Championships.
- 3
To play, the player finds a glowing yellow tennis ball marked "Play" on the map and stands on it, which queues and teleports them to a court against an AI opponent, a friend, or another player in a session of up to 14.
- 4
During a match, the spacebar serves (holding to charge it up), WASD or arrow keys move the player around the court, and the mouse swings the racket; the match ends when either player reaches 40 points, with experience awarded to winner and loser alike.
- 5
Playing matches drives progression: the first match wins a Wimbledon cap, three different matches unlock a Tennis Ball Backpack, and leveling up grants further items such as an 1880s-style racket at level 4 and a Challenge Cup trophy at level 15.
- 6
Matches also earn Wimble Bux, a currency that can be topped up with Robux and spent in the in-world shop on branded cosmetics, including Strawberries & Cream and tennis-bag items, the Wimbledon x Ralph Lauren 2022 collection, and a limited Andy Murray cap; purchases carry over to other Roblox worlds.
- 7
Side activities include a scavenger hunt for 10 hidden pigeons across the map, rewarded with a hawk accessory, and "Lawn of Champions," a two-part minigame where the player mows a chosen court and then traces its lines with a marker for a time-based leaderboard.
- 8
Players can redeem promo codes through a menu icon for cosmetics, effects, and currency.
- 9
The game has extended beyond itself through cross-promotion, such as an event in the developer's Strongman Simulator that gave players an Andy Murray cap.
- 10
As a live, ongoing title, the game now runs seasonal content like the Wimbledon x Emirates Cup event, adding a jetpack obstacle course, limited cosmetics, and ranked matches tracked by MMR and stats.
