Wimbledon Launches “Meta” Merch in New Roblox Game “WimbleWorld”


The most prestigious major championship in professional tennis now exists in the metaverse – and there are digital branded products to augment the creation.

The All England Lawn Tennis Club has partnered with Roblox to launch WimbleWorld, a 3D virtual world based on Center Court at Wimbledon.

WimbleWorld exists in the Roblox Metaverse, an online gaming platform and game creation system that allows users to program games and play games created by other users.

In WimbleWorld, players can tag “Wimblebux” to purchase items from a virtual store. The swag, which players use to customize their in-game avatars, includes digital branded apparel from Wimbledon sponsor Ralph Lauren, a virtual edition of former champion Andy Murray’s AMC cap and virtual tennis gear . Free limited edition digital items will also be available. Ralph Lauren has a physical world Wimbledon Brand Collection too, of course.

Additionally, players have the pleasure of competing against other avatars and interacting with Murray’s avatar. There is also a goal-reality-world connection: some WimbleWorld screens display video clips of actual Wimbledon matches.

The Wimbledon tennis championship is now at 135e editing. Notably, 2022 marks 100 years of Center Court at its current location on Church Road in Wimbledon. The partnership with Roblox is one of the unique ways the All England Lawn Tennis Club is celebrating the centenary occasion. The tournament, already underway, should conclude with the men’s singles final on July 10.

The intersection between real-world experiences and products and the digital realm has grown – an evolution that is also starting to happen in the promotional products industry. Indeed, a handful of promotion professionals have explored how to turn actual branded products into lucrative digital assets. Supplier Wendell August Forge (asi/37457) recently launched an NFT collection.


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