Welcome to Singapore Wanderland

The Singapore Tourism Board (STB) has ventured into the metaverse with the launch of Singapore Wanderland on Roblox. This immersive experience offers players a whimsical reimagining of Singapore, allowing them to explore iconic landmarks and cultural attractions in a virtual setting. Since its beta release on May 11, 2023, the game has garnered over 7.6 million visits, highlighting its appeal to a global audience.

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What Sets This Activation Apart

Singapore Wanderland distinguishes itself by transforming real-life attractions into engaging mini-games within the Roblox platform. Players can navigate through virtual representations of Marina Bay Sands, Gardens by the Bay, and the Singapore Flyer, among others, providing an interactive and educational experience that showcases Singapore’s unique blend of modernity and nature.

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• • Game Category: Roleplaying (RP) / Exploration

• • Gaming & Tourism Strategy: This experience immerses players in Singapore’s cityscape, offering virtual tourism through well-designed landmarks and interactive elements. It aligns with real-world destination marketing by showcasing urban exploration, cultural sites, and entertainment hubs in an engaging way.

Innovation in Action

This activation exemplifies innovation by:

• • Cultural Gamification: Integrating Singapore’s landmarks into interactive mini-games enhances cultural education through play.

• • Global Reach: Leveraging Roblox’s extensive user base to promote Singapore as a travel destination to younger, tech-savvy audiences.

• • Engaging Storytelling: Utilizing immersive narratives to deepen players’ connection to Singapore’s heritage and attractions.

Key Takeaways

1. 1. Immersive Exploration: Players can virtually visit and interact with Singapore’s famous sites, fostering a desire to experience them in real life.

1. 1. Educational Entertainment: The mini-games are designed to be both fun and informative, teaching players about Singapore’s culture and history.

1. 1. Strategic Collaboration: STB’s partnership with CapitaLand and gaming specialists underscores the importance of cross-industry collaboration in modern tourism marketing.

Why It Matters

As younger generations spend more time in virtual environments, destinations must adapt their marketing strategies to meet these audiences where they are. Singapore Wanderland serves as a model for how tourism boards can utilize gaming platforms to create engaging, informative, and inspiring content that resonates with Gen Z and Gen A travelers.

Key Players

• • Singapore Tourism Board (STB): The visionary organization behind the initiative, aiming to promote Singapore through innovative digital experiences.

• • CapitaLand: Collaborated to introduce CapitaVerse within Singapore Wanderland, enhancing the virtual retail experience.

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• • Publicis Play: A gaming specialist that collaborated on the development of the immersive experience.

• • Wonder Works Studio: The Roblox developer responsible for bringing Singapore Wanderland to life.

The Last Word

Singapore Wanderland exemplifies how destinations can harness the power of the metaverse to engage with global audiences. By blending cultural education with interactive entertainment, the Singapore Tourism Board has set a new standard for immersive tourism marketing.