Platform: Roblox

Launched by: Canary Islands Tourism Board
Developer: BrandNewVerse
Creative Lead & Event Production: Flecher.co
Scientific Contributor: Cristina Fernández Gil (Oceanographer)
Co-Financed by: European Regional Development Fund (ERDF)
Game Link: Play on Roblox
Launch Stats: 1.5 million visits in the first 6 weeks | 96% player approval rating
Event Video: Watch the Madrid Launch

A Mythical Mission Rooted in Sustainability

Find the Seasouls marked a historic moment as the first-ever European tourism board activation on Roblox, transforming the Canary Islands into an immersive, quest-driven digital experience. Built to connect with Gen Z and Gen Alpha audiences, the game blends fantasy with environmental education, encouraging players to explore island-inspired worlds and recover lost “Seasouls” — symbolic protectors of natural balance.

As tourism marketing evolves from traditional media into immersive digital experiences, Find the Seasouls showcases how storytelling, interactivity, and sustainability messaging can come together to redefine destination branding.

What Set This Activation Apart

• Europe’s First Roblox Destination: The Canary Islands led the continent in embracing Roblox as a new channel for tourism engagement.
•  
• Environmental Storytelling: The game’s central mechanic — recovering lost “Seasouls” to restore harmony — ties directly into ecological values and sustainable travel themes.
•  
• Cross-Disciplinary Collaboration: With input from scientists, game designers, and storytellers, the experience offers a multidimensional view of the islands.
•  
• High Engagement: 1.5M+ plays within six weeks and a 96% satisfaction rating indicate strong traction with the target demographic.
•  

Game Category: Adventure / Puzzle / Exploration

Gaming & Tourism Strategy

Find the Seasouls functions as a virtual extension of the Canary Islands’ tourism brand. The game invites players into lush, magical environments inspired by real Canary Island ecosystems. Quests promote curiosity, environmental awareness, and cultural connection — all while subtly introducing players to the region’s unique geography and values.

This approach exemplifies how regenerative tourism and youth engagement can coexist inside gamified platforms.

Innovation in Action

• Cultural Storytelling Meets Conservation: The Seasouls characters were inspired by local marine species, with guidance from oceanographer Cristina Fernández Gil.
•  
• Madrid Launch as Hybrid Activation: The real-world launch brought media, influencers, and industry leaders into the Roblox experience through a curated in-person event — turning gameplay into a full-scale brand campaign.
•  
• Digital-First Diplomacy: The Canary Islands established a model for how smaller destinations can punch above their weight by using immersive tech to engage global audiences.
•  

Key Takeaways

• Myth Meets Mission: Players don’t just play — they participate in an eco-driven narrative that echoes the Canary Islands’ real-life values.
•  
• Roblox as a Tourism Channel: This activation proves that even destinations rooted in natural beauty can have a powerful digital presence when paired with strong creative vision.
•  
• Branded Worlds with Purpose: The emotional connection players form through storytelling increases long-term brand recall and travel curiosity.
•  
• Scalable Engagement: Rapid audience growth and sustained interest show that the metaverse can deliver results that rival traditional media campaigns — at a fraction of the cost.
•  

Why It Matters

This project reframes how destinations can connect with tomorrow’s travelers. Find the Seasouls doesn’t just tell a story — it invites players to be part of one. And that’s the power of gaming for tourism: interactive, scalable, and emotionally resonant. By leading with values, creativity, and cross-industry collaboration, the Canary Islands have opened a new chapter in cultural marketing.

Event Partners

• 🏝️Canary Islands Tourism Board – Strategy and funding leadership
•  
• 🎮BrandNewVerse – Roblox development and immersive world-building
•  
• 🎨Flecher.co – Creative studio overseeing campaign design, storytelling, and the Madrid launch
•  
• 🌊Cristina Fernández Gil – Oceanographer guiding the environmental storytelling and creature design
•  
•  European Regional Development Fund (ERDF) – Financial support for innovation and sustainability
•  Top Gameplay Video Options
• 
  
  
  1. Gameplay overview – “EXPLORING THE CANARY ISLANDS IN ROBLOX (FIND …)”
  2.  
  • General exploratory gameplay showing the islands and Seasouls.
  •  
  • Published ~4 months ago.
  •  
  • Great for showcasing the virtual environment and how the experience plays out.
  •  
  2. Complete species guide – “Find the Seasouls – Islas Canarias en Roblox”
  • Spanish-language walkthrough with a focus on game mechanics and location highlights.
  • Good if your audience includes Spanish-speaking players.

•