Singapore Tourism Board (STB) has launched Singapore Wanderland on Roblox1, marking its first foray into one of the world’s most popular online game platforms.
The new game is a whimsical take on Singapore, drawing over two million visits since the beta version launched on 11 May 2023. As part of STB’s efforts to reach new audiences, Singapore Wanderland aims to offer an elevated and immersive gaming experience to Indians, allowing them to engage with the destination virtually, as they accomplish various tasks in a virtual world.
To reimagine Singapore in the metaverse, STB worked with established gaming specialist Publicis Play and Roblox developer Wonder Works Studio to develop the immersive experience over five months. Singapore Wanderland puts a playful spin on real-life attractions in three mini- games, where players earn magic orchids to transform a garden with STB’s destination mascot Merli.
Gardens by the Bay, Mandai Wildlife Group and Marina Bay Sands are featured in the mini- games, alongside iconic attractions such as the Merlion Park, Singapore Flyer, Adventure Cove Waterpark and The Fullerton Hotel Singapore.
The experience is based on popular entertainment formats on Roblox, and aims to drive affinity for Singapore by featuring elements inspired by our destination icons. For example, users can express themselves through fun personalisation options. They can amass virtual collectibles to customise their avatars, such as a Supertree hat, a Singapore Flyer Backpack and a Lotus race car.
Roblox has over 60 million daily active users worldwide, allowing STB to reach key markets such as India, among others. It also offers a new way to reach the family segment, as over half of the users on Roblox are under 18 years old. Furthermore, the virtual world allows STB to explore new monetisation and partnership opportunities. The aim is to grow Singapore Wanderland into a platform where local tourism businesses can experiment and find new audiences in virtual environments.
“STB is constantly exploring creative ways and fresh channels to engage new audiences and connect with potential travellers. Singapore Wanderland demonstrates how we push the boundaries of innovation while inspiring travel to Singapore. We are committed to the Indian market, and through this launch, our intent is to offer a unique, interactive gaming experience to the Indian players and welcome them to explore Singapore virtually. This platform also extends an avenue for tourism partners to collaborate with us in the virtual world to create impact in the real world,” said Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.
“Beyond a conventional garden, Gardens by the Bay is a horticultural attraction that reaches out to a broad and diverse audience, and not just the typical plant enthusiast. We are excited to be part of STB’s experience on Roblox, which aligns with our commitment to embracing new frontiers and engaging with our audience in innovative ways. Singapore Wanderland is a creative platform in the digital realm to introduce the blend of horticultural excellence and sustainable technology that makes Gardens by the Bay so unique, to even more people from all over the world,” said Ms. May Yeo, Assistant CEO of Gardens by the Bay.
