Singapore Wanderland-stb
Singapore wanted to bring their iconic attractions, culture, and greenery to Gen Z and families through an immersive, playful metaverse experience, so we helped them reimagine the city through a whimsical approach suited both for the world of videogames and the youngest generations.
With almost 8.5 million visits, strong engagement, and a focus on culture, their mini-game oriented vision of the state we helped design has achieved its goal of reaching a whole new audience, proving effective at introducing the not-so-well-known country to the whole world and fostering new connections and real-world travel intent.
What makes it special?
‘Singapore Wanderland’ was never meant to be an exact replica of the country. Instead, it was made to evoke the magic of its culture through an almost fantasy world approach: Merlion Park, the Singapore Flyer, Adventure Cove Waterpark and The Fullerton Hotel are all reimagined through an explosion of imagination and color that players can enjoy while still learning about the actual beauty of Singapore.
Experience Built
- Launched on Roblox in May 2023, with over 2 million visits from the start
- Built in 5 months by Publicis Play and Wonder Works Studio
- Features 3 themed islands: obstacle courses, scavenger hunts, and go-kart racing
- Players collect “magic orchids” to transform spaces, guided by mascot Merli
- Custom avatar items and regular reward drops keep the community engaged
Audience & Reach
- Connected with Roblox’s global audience, especially families and Gen Z
- Reached key markets like India, USA, Indonesia, Philippines, and Thailand
Strategy & Learnings
- Immersion over ads: Playful, game-driven storytelling rooted in real-world icons.
- Gameplay first: 3 popular Roblox formats, racing, obbys, scavenger hunts, used to reflect and elevate Singapore’s identity.
- Rewards drive retention: Unique collectibles and regular world updates keep players engaged.
- Measure what matters: Focus on visits, session frequency, avatar customization & repeat play to evaluate impact.
Singapore Wanderland transformed key Singapore attractions into engaging, gamified metaverse playgrounds. With millions of visits, strong engagement, and a focus on gameplay and culture, STB built a playable world that fosters connection and real-world travel intent.