US Tennis Association Celebrates US Open In Metaverse
The United States Tennis Association (USTA) has developed an immersive experience on Roblox that allows fans to participate in a number of missions and challenges as the final tennis Grand Slam of 2023, the US Open, gets underway.
‘Champions of the Court’ is a campaign developed in collaboration with Doppelgänger, a strategic and creative consultancy building metaverse products. The campaign allows fans to play matches and participate in treasure hunts with avatars of Coco Gauff and Billie Jean King, earning tokens to buy in-experience items like tennis rackets and balls. The USTA aims to highlight the 50th anniversary of the US Open, which offers equal prize money to men’s and women’s competitors. The virtual world is created by blending visuals from the iconic USTA Billie Jean King National Tennis Center and combines elements from other tennis experiences on Roblox, such as ‘WimbleWorld’ and ‘AO Adventure’. The campaign has received over 11.5 million visits.
(With inputs from Shikha Singh)
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