The AELTC’s Roblox debut in 2022 was a resounding success: WimbleWorld received more than 12 million visitors, 80% of whom were younger than 24, making it one of Roblox’s most visited official sports experiences.
This year’s WimbleWorld update brings new interactive brand explorations, including a lawn-mowing game. It’s a smart choice: mundane games have become an audience-enchanting category of the Cosy Gaming genre (see Pop Culture Primer 2023), in which players unwind with calming social hangouts and low-stakes tasks instead of high-energy competition. For example, British games company Futurlab’s 2022 PowerWash Simulator – where people clean buildings and driveways with a virtual power washer – has amassed sales of $16m.
The AELTC is also expanding its commitment to social gaming into Fortnite with mini-game Race to Wimbledon, hosted by a virtual version of two-time Wimbledon champion Andy Murray. Players race past famous landmarks and surreal obstacles like giant strawberries towards Wimbledon’s Centre Court. The fastest get the chance to win American-Express-sponsored tickets and travel to the 2024 Wimbledon finals.
Gaming has overtaken watching TV and movies as Gens Z and Alpha’s favourite entertainment (Deloitte, 2021). Young audiences’ cultural playgrounds are shifting into virtual spaces, and brands need to meet them there.
Wimbledon’s Virtual Audience Expansion
Published 07 July 2023
With Wimbledon well under way (July 3-16), the All England Lawn Tennis Club (AELTC) – which owns the annual championships – is nurturing next-gen audiences via playful activations on social gaming platforms including Roblox and, for the first time this year, Fortnite.
The AELTC’s Roblox debut in 2022 was a resounding success: WimbleWorld received more than 12 million visitors, 80% of whom were younger than 24, making it one of Roblox’s most visited official sports experiences.
This year’s WimbleWorld update brings new interactive brand explorations, including a lawn-mowing game. It’s a smart choice: mundane games have become an audience-enchanting category of the Cosy Gaming genre (see Pop Culture Primer 2023), in which players unwind with calming social hangouts and low-stakes tasks instead of high-energy competition. For example, British games company Futurlab’s 2022 PowerWash Simulator – where people clean buildings and driveways with a virtual power washer – has amassed sales of $16m.
The AELTC is also expanding its commitment to social gaming into Fortnite with mini-game Race to Wimbledon, hosted by a virtual version of two-time Wimbledon champion Andy Murray. Players race past famous landmarks and surreal obstacles like giant strawberries towards Wimbledon’s Centre Court. The fastest get the chance to win American-Express-sponsored tickets and travel to the 2024 Wimbledon finals.
Gaming has overtaken watching TV and movies as Gens Z and Alpha’s favourite entertainment (Deloitte, 2021). Young audiences’ cultural playgrounds are shifting into virtual spaces, and brands need to meet them there.