AO Adventure is the new interactive game that Roblox and the Australian Open. The game consists of numerous tennis-themed challenges and activities that mimic the real-life Melbourne Park precinct.
The users of AO Adventure will begin their journey at the well-known Rod Laver Arena, where an avatar of tennis star Nick Kyrgios will greet them.
🎙 Ridley Plummer, Senior manager Metaverse, Tennis Australia, stated: “Launching AO Adventure on Roblox provides the Australian Open with a huge opportunity to reach new audiences and global markets, via one of most popular gaming platforms in the world. With more than 80% of users on the platform aged 25 and under, it’s also a great platform for us to connect with younger fans, who we hope will be inspired to visit the AO in person one day after experiencing what the AO has to offer, beyond tennis.”
📈 Roblox has mentioned that players have visited the Australian Open’s in-game experience more than 2.4 million times since its launch last week, tripling recent real-world attendance numbers as Tennis Australia attempts to turn online gamers into pass-buying fans.
AO Adventure, featuring tennis courts, obstacle courses, and branded stalls modelled on the tournament’s Melbourne grounds, marks Tennis Australia’s latest venture in its growing stable of Web3 and metaverse-adjacent projects.
AO Adventure offers users the chance to purchase in-game passes for the equivalent of $2.50, suggesting organisers may recoup some of the cost of establishing the experience. The setting serves as another outlet for AO advertisers like Emirates, KIA, and Rolex, whose branding is festooned across the cartoonish arena.
🚀 With AO Adventure, Tennis Australia confirms its forward-thinking digital strategy, including the rollout of its NFT Art Ball project. The first round of its NFTs, launched in 2022, sold out in minutes. Since its debut last week, collectors have acquired nearly half of the second-round allocation. With its Art Balls valued at the equivalent of $246, the new collection has already amassed more than $300,000 in sales.
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