Qatar Adventure.
The Middle East is one of the hottest markets for tourism thanks to the combination of their beautiful natural landscapes and a new attitude towards visitors, and Qatar wanted to bring their culture, landmarks and hospitality into the digital realm.
However, they didn’t want a classic marketing strategy. They wanted authentic storytelling.
Qatar Adventure proves that nation-branded metaverse activations can transcend marketing: they build culture, connection, and conversion. By combining exploration, gameplay, and commerce, Q Life created a world, for Gen Z and Millennials.
What makes it special?
‘Qatar Adventure’ was designed like a fully immersive experience, the perfect preview for any curious visitor: You can walk through the lobby, suites and amenities of the Katara Towers, go pearl diving among whale sharks, which congregate in Qatar in some of the largest numbers anywhere in the world, and you even have the chance to build your own house in Doha!
Experience Built
- Hosted inside Livetopia on Roblox (available until Feb 28, 2025)
- Explore iconic landmarks: airports, stadiums, towers, F1 tracks, and water parks
- Build-your-own-Qatar mode lets players design their own version of the country
- Play cultural mini-games: racing, pearl diving, football, slackline, and more
- Permanent Souq Waqif store offers traditional food, clothing, and avatar items, the first Middle Eastern shop on Roblox
Massive Reach & Engagement
- +15.9 million total visits across both editions
- +2 million hours of playtime
- +3.8 million mini-games played
- +7.7 million character interactions
Digital Souq Success
- +3 million shop visits
- +3.5 million traditional outfits downloaded
- +5.2 million virtual Qatari dishes served
Real-World Impact
- 93% of players now want to visit Qatar
- 80% would recommend it to friends
Strategy & Learnings
- Cultural immersion, not ads. Real experiences over promotional messaging.
- Landmarks + agency: Tycoon mode empowers users to recreate Qatar’s icons.
- Mini-games for discovery: Gamified cultural activities drive emotional engagement.
- Digital commerce: A permanent storefront blends virtual goods with cultural storytelling.
- Measured impact: Engagement metrics and intent–to–visit survey showcase ROI in perception and tourism interest.
Qatar Adventure proves that nation-branded metaverse activations can transcend marketing: they build culture, connection, and conversion. By combining exploration, gameplay, and commerce, Q Life created a world, for Gen Z and Millennials.