Every day, tourism boards ask the same question:

“How do we effectively reach Gen Z?”

The answer isn’t more ads — it’s more interaction. Platforms like Roblox have become discovery engines for Gen Z and Gen Alpha, who now spend more time in social games than on any traditional media.

But fewer realize the answer isn’t just social media. It’s social gaming — where Gen Z (and increasingly Gen Alpha) spend more time than any other platform. Platforms like Roblox aren’t a distraction — they’re the new discovery engines.

That’s why we’ve been tracking the rise of immersive tourism games on platforms such as Roblox, that has over 400 million monthly active users and a dominant grip on Gen Z and Gen Alpha

The Canary Islands have officially joined Destinate’s Top 7 Branded Tourism Games, thanks to the launch of their immersive Roblox experience: Find the Seasouls.

🏆 Destinate’s Top 7 Branded Tourism Games (2025)

1. Qatar Adventure – Cultural storytelling at scale (7M+ players)
2. Visit Singapore – A gamified scavenger hunt through iconic landmarks
3. Tokyo 2099 – Futuristic urban tourism meets anime culture
4. AirAsia Adventure – Airline travel turned into a playable journey
5. Hilton – Slivingland – Paris Hilton’s luxury lifestyle in a branded Roblox park
6. Princess Cruises: Discovery Princess – A ship walkthrough recreated in Minecraft
7. Canary Islands – Find the Seasouls – Eco-fantasy rooted in real biodiversity
8.  

Why Find the Seasouls Works

Plenty of brands try to show up in Roblox. Few actually build something that matters. Find the Seasouls is one of the rare ones that does — not just with polish, but with purpose.

Built by BrandNewVerse with creative direction from Flecher.co, the game takes players through a magical reimagining of the Canary Islands. The goal? Restore ecological balance by recovering lost “Seasouls” — magical spirits based on real marine species, co-designed with oceanographer Cristina Fernández Gil.

The result:

• 🗺️ A stunning open world inspired by the islands’ unique ecosystems
• 🧬 Story-driven quests rooted in sustainability
• 🎨 Collectibles and visuals grounded in Canarian folklore and biodiversity

And it’s resonating — with 1.5 million visits and a 96% approval rating in just six weeks.

📸 Real-World Launch, Digital Momentum

This wasn’t just a Roblox upload. The game debuted with a live launch event in Madrid attended by press, influencers, and creators. By combining digital world-building with physical-world storytelling, the Canary Islands delivered a hybrid campaign that mirrors the habits of modern travelers — and modern players.

Partners included:

• Promotur Turismo de Canarias
• European Regional Development Fund (ERDF)
• BrandNewVerse
• Flecher.co
•  

🎥 Watch the launch recap

Three Takeaways for Tourism Marketers

1.  
2. Mission matters. This isn’t just a branded quest — it’s a values-driven story wrapped in play. Sustainability is the mechanic, not just the message.
3.  
4. Game-native design wins. The game looks, feels, and functions like Roblox — because it was built by people who understand the platform.
5.  
6. Play equals place. Instead of promoting the Canary Islands as a travel destination, Find the Seasouls invites players to inhabit it — making discovery personal.

Play the Experience

→ Find the Seasouls on Roblox