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Hello Tokio Friends
Tokio Tourism
Always at the forefront of technology, Japan’s capital was one of the first in the world to create a Roblox duplicate – and we helped them do it. Designed to be both visited and played, the game contains a cityscape based on Tokyo’s most famous attractions, as well as a treasure hunt mode designed to learn more about its history.
The city’s objective was to introduce global players to Tokyo’s past and present through immersive metaverse interaction—and spark real-world visits. In the version of the city we helped create, futuristic urban tourism meets anime culture.

What makes it special?

‘Hello! Tokyo Friends’ isn’t confined to a simple recreation of the city. It is designed to be more than just a walkable map with the iconic Tokyo landmarks, but an interactive one where memories can be made in advance of your actual visit. Seasonal events, special gifts, and a continually expanding map: Much like the city itself, there’s always something exciting to do, new people to meet and fun things to discover.

What we achieved with ‘Hello! Tokyo Friends’ is not only to recreate the city, but to adapt its dynamic spirit into a game that has enchanted over 7 million players.

Experience Built
  • Multiple mini-games like treasure hunts, sushi quizzes, samurai races, delivery missions, and time trials.
  • AR Web App (“Tokyo Hunt!”): Scan real Tokyo locations with your phone to activate virtual characters, collect emblems, and earn Roblox rewards.
Audience & Momentum
  • Aimed at international tourism markets by blending gaming with real-world travel tips.
  • Captured Roblox’s global community, especially families and under-18s.
  • Launched as Tokyo was leading the list of top searched destinations globally.
  • Following the launch, the search traffic for Airbnb in Japan tripled for January-September in 2024 in comparison to the first nine months of 2023.
Strategy & Learnings
  • Gamified culture: Recreating the spirit of Tokyo in an ad-free game mode.
  • Era-spanning storytelling: Designed to showcase the past, present and future of the city through different eras: : Modern, Retro, Edo, Tama and Islands, plus Future Tokyo.
  • Seasonal experiences: Limited-time events tied to real-world festivals and seasonal moments keep the world dynamic and culturally alive.
  • Immersive avatar creation: Creating personal avatars that relate to the city create a sense of belonging for players.
  • Variety creates engagement: Diverse game formats, obstacles, quizzes, time trials, keep users exploring.