Game launches new local UGC on Roblox after success of season 2

12 October 2023 | Innovation and technology

Following the incredible success of the Game GAME’s 2023 relaunch, where over 2000 local UGC items were claimed in under an hour – the retailer is now launching season 3.

This season will, once again, give players the opportunity to claim stunning, locally designed virtual items for their avatars to wear within the game.

Danni Pinch, Executive Creative Director at Accenture Song, who assisted with the development of the Game GAME, notes that the first season of the game has amassed more than 125 000 plays since its launch in August this year.

“The Game GAME in within the top 0.2% of all 40 million+ experiences on Roblox, with game play averaging over 6 minutes – showcasing that our virtual local world is really resonating with players.”

The new season features more fun and interactive activities and local easter eggs, complete with unusual weather, an underground tunnel system, a secret beach, and, of course, new UGC items for players to enjoy. It’s fastest fingers first, as free UGC items will once again be limited to 1000 units – selling for 10 Robux thereafter.

Michelle Kemp, Senior Manager of Communications at Game, notes that the game’s success has been encouraging for the brand.

“We wanted to bring Game’s rebellious tone into the ever-changing world of virtual experiences, and one that has resonated well with our audience. As a brand, we continue to focus innovation within our stores, in our product and service offering, and in the wider world – and this space is certainly going to be integral to the future of retail and fashion.”

To create these local UGC items, Game and its agency partnered with emerging young creatives through a series of workshops, that looked at both how to create digital fashion items and what they’d most like to see these look like within the Game GAME.

“Not only has the creation of this game expanded our reach and influence as a retailer, but has honed in on future-ready skills for the youth,” concludes Kemp.

The Game GAME can be found here: https://www.roblox.com/games/13808928302/GAME-Game.