Singapore Tourism Board (STB) has made its entry into the world of online gaming platforms with the launch of Singapore Wanderland on Roblox. As one of the most popular online game platforms globally, Roblox provides STB with a unique opportunity to engage new audiences. Since its beta version release on May 11, 2023, Singapore Wanderland has already garnered over two million visits, captivating users with its whimsical depiction of Singapore.
With the objective of reaching new audiences through innovative means, STB collaborated with gaming specialist Publicis Play and Roblox developer Wonder Works Studio over a span of five months to develop this immersive experience. Singapore Wanderland transports players to a virtual world where they can embark on various tasks while exploring Singapore.
The game introduces a playful twist to real-life attractions through three mini-games that feature renowned landmarks such as Gardens by the Bay, Mandai Wildlife Group, Marina Bay Sands, Merlion Park, Singapore Flyer, Adventure Cove Waterpark, and The Fullerton Hotel Singapore. By accomplishing tasks within the game, players earn magic orchids to transform a garden alongside STB’s destination mascot, Merli.
Singapore Wanderland draws inspiration from popular entertainment formats on Roblox, allowing users to express themselves through fun personalization options. Avatars can be customized with virtual collectibles such as a Supertree hat, a Singapore Flyer Backpack, and a Lotus race car.
To ensure an engaging experience, new content, including quests and prizes, will be progressively added to Singapore Wanderland. This continuous stream of updates aims to keep players hooked and the overall experience fresh.
Roblox boasts an impressive user base of over 60 million daily active users worldwide. By launching Singapore Wanderland on this platform, STB gains access to key markets like India, the United States, Indonesia, the Philippines, and Thailand. Moreover, with over half of Roblox users being under 18 years old, STB has the opportunity to connect with the family segment effectively. In addition to expanding its reach, STB sees the virtual world as a potential avenue for exploring monetization and partnership opportunities. The goal is to evolve Singapore Wanderland into a platform where local tourism businesses can experiment and engage with new audiences within virtual environments.
Mr. Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, expressed the board’s commitment to pushing boundaries and fostering innovation. He stated, “STB is constantly exploring creative ways and fresh channels to engage new audiences and connect with potential travelers. Singapore Wanderland demonstrates how we push the boundaries of innovation while inspiring travel to Singapore. We welcome visitors to explore Singapore virtually, and for tourism partners to collaborate with us in the virtual world to create impact in the real world.”
Ms. May Yeo, Assistant CEO of Gardens by the Bay, shared her excitement about being a part of STB’s Roblox experience. She emphasized that Gardens by the Bay aims to engage with a broad and diverse audience, and their involvement with Singapore Wanderland aligns with their commitment to embracing new frontiers. Ms. Yeo said, “Singapore Wanderland is a creative platform in the digital realm to introduce the blend of horticultural excellence and sustainable technology that makes Gardens by the Bay so unique, to even more people from all over the world.”
With Singapore Wanderland on Roblox, STB is embracing innovation to inspire virtual exploration of Singapore and foster collaborations within the virtual world that have real-world impact. The game offers an enchanting and immersive experience, enticing users to embark on a journey through the iconic attractions of Singapore while showcasing the city-state’s rich offerings and vibrant tourism scene.