Roblox 致力于将社区打造成元宇宙。2月11日这一周，Roblox官方宣布和迈凯伦赛车、Alo Yoga、全英音乐奖和NFL建立品牌合作关系，向实现元宇宙又迈进了一步。

这次的宣布的合作每一个都很有分量，而 Roblox 选择一起宣布，更是凸显出 Roblox 这个拥有近5000万日活用户社区的强大吸引力。

这些合作表明了品牌都不想错过元宇宙。就像小说《雪崩》和《头号玩家》里面一样，元宇宙是一个万物关联的虚拟世界。像 Facebook/Meta 这样的公司，正在着力于建造属于他们自己的元宇宙，并且这些全新的尝试都被视为计算机和互联网的下一个新形态。

这些品牌展现出了他们对 Roblox 的充分信任。在 Roblox 面临某些声讨的情况下——比如会对儿童产生不良影响或者剥削劳动力，这些信任对于 Roblox 来说尤其重要。

2月11日，迈凯伦车队发布了全新的虚拟赛车——McLaren MCL36，F1爱好者可以在 Roblox 上近距离感受迈凯伦F1赛车比赛体验。

在 Roblox 上推出的全新数字版迈凯伦MCL36赛车，将会配合现实世界中的迈凯伦MCL36赛车，同步发布。其中迈凯伦F1赛车手 Lando Norris 和 Daniel Ricciardo ，将会驾驶它参加2022年 FIA Formula 1 世界锦标赛。

这一时刻，标志着F1品牌首次通过沉浸式、覆盖范围广的元宇宙体验推出新车。迈凯伦通过 Roblox 上一些热门游戏内的赛车共享体验（包括了 Driving Simulator，Jailbreak 以及 Ultimate Driving），将全球数百万人聚集在一起，让车迷们可以感受到虚拟赛车MCL36的竞速体验。

“驾驶F1赛车是一种奇妙的感觉，我们能够在 Roblox 上为车迷们提供专属于他们的体验，这真的是太棒了！”迈凯伦F1赛车手 Lando Norris 在一份声明中说道：“我们的汽车发布会是今年最令人激动的活动之一！在我和丹尼尔驾驶之前，我们的粉丝将有机会率先体验新车，这真的是太酷了！我希望大家可以享受这段元宇宙驾驶体验，并且记得留心观察周围，说不定你会看到我的虚拟形象。”

所有这些体验并非只是简单的品牌展示厅。在这次品牌合作案例里，你还可以在 Roblox 社区内探索元宇宙世界里的迈凯伦技术中心、和MCL26自拍、购买F1迈凯伦的独家数字物品以及……准备好购买Norris 和Ricciardo 的虚拟形象套装吧！

为了能够还原迈凯伦MCL36的设计，来自 The Gang 的 Roblox 社区开发者和迈凯伦赛车团队进行秘密合作。“The Gang 利用 Roblox 上的全新照明技术‘Future is Bright’，在虚拟的迈凯伦技术中心里面，创造了无比逼真和令人印象深刻的灯光效果。”The Gang 首席执行官 Marcus Holmström 对外说道：“我们搭建了精细的3D汽车模型，并且应用了物理渲染技术，最终呈现出了生动且真实的表皮外观。”

“我们非常自豪，可以让这些品牌通过创造性的方式，真正地进入到 Roblox，并且在社区内产生互动。”Roblox 全球品牌合作伙伴关系副总裁 Christina Wootton 在一份声明中表示：“迈凯伦是一次出色的案例，它让我们看到，品牌可以突破界限，向全世界的用户展示它们的产品。它是第一个通过沉浸式的体验来推出自己赛车并让数百万人可以同时在线体验的品牌。”

在 Roblox 上，开启你的 Alo Yoga 健康之旅

2月10日，时尚生活品牌 Alo Yoga 在 Roblox 上推出了虚拟场景 Alo Sanctuary，一个可以进行瑜伽和冥想的沉浸式养生空间。这个体验将会和 Alo 现实生活中的养生会所——The Shows 同步开启（这个会所是 Alo 计划纽约时装周期间，在 Spring Studios 开设的）。

这是一个和迈凯伦用户截然不同的市场。这也表明了，品牌相信 Roblox 正在吸引比过去类型更加广泛的消费者（大多数人会认为 Roblox 是孩子们和他们朋友玩游戏的地方）。

Roblox 上的 NFL 大亨

2月11日，美国国家橄榄球联盟和 Roblox 正式宣布，联合推出 NFL 大亨游戏，联盟希望通过“元宇宙”来吸引下一世代的年轻粉丝。

Roblox 上的 NFL 体验将会通过全年的 NFL 主题互动游戏玩法来不断吸引粉丝，同时还会提供一个全新的、与联赛活动同步的虚拟聚会场所。它将会于周日 Super Bowl LVI 活动中正式揭开序幕。

“我们非常高兴可以和 Roblox 合作。通过这次合作我们更加深入地了解元宇宙，更进一步认识到互动分享体验对 NFL 的价值。”NFL 消费产品高级副总裁 Joe Ruggiero 在声明中表示：“由于 Roblox 逐渐显露出来的社交属性，我们已经将其作为 NFL 的现实生活互动社区 ，粉丝可以在这里了解到 NFL 橄榄球赛事和商业化方面的信息。这对于粉丝来说是全新的参与方式，并且将会有助于联盟发展。我们很激动可以参与到这个动态空间，伴随着时间的推移，它将会通过新的体验来获得持续性的发展”

NFL 大亨将 Roblox 上流行的大亨和模拟器玩法相结合，让粉丝可以在他们自己的 NFL 世界里面建造、玩耍以及学习。在今年全年，NFL 大亨将会跟着 NFL 活动日程，陆续举办虚拟直播和活动。活动将在“Destruction House”开启后正式拉开序幕（“Destruction House”作为一个互动，它是从备受期待的NFL Super Bowl LVI中获得启发）。

就像许多 Roblox 游戏一样，NFL 旨在让玩家不断的可以拥有新的体验。

Roblox hopes that its user-generated content platform will become the metaverse, and it made some headway this week as it announced brand partnerships this week with McLaren Racing, Alo Yoga, The Brit Awards, and the NFL.

Any one of those deals would have been a big one to announce, but all four of them in one week shows how attractive Roblox’s platform has become with nearly 50 million daily active users.

And it shows that brands don’t want to miss out on the metaverse, the universe of virtual worlds that are all interconnected, like in novels such as Snow Crash and Ready Player One. Companies like Facebook/Meta are busy building their own versions of the metaverse, and all of them see it as the next version of computing and the internet.

The brands are also showing that they trust Roblox. That’s important for Roblox, as it has been targeted in a couple of instances by some who believe that Roblox isn’t good for children or exploits their labor.

Today, McLaren Racing released the new virtual McLaren MCL36 race car to Formula 1 enthusiasts with access to the McLaren F1 Racing Experience on Roblox.

The global digital reveal on Roblox is coordinated with the real-world reveal of the new McLaren MCL36 in which McLaren F1 drivers Lando Norris and Daniel Ricciardo will compete for the 2022 FIA Formula 1 World Championship.

The occasion marks the first time a Formula 1 brand has unveiled a new car via an immersive, widely accessible metaverse experience. The McLaren F1 Racing Experience on Roblox, a global digital platform bringing millions of people together through shared experiences, enables fans to race a virtual MCL36 through some of the most popular Roblox experiences including Driving Simulator, Jailbreak, and Ultimate Driving.

“Driving a Formula 1 car is an amazing feeling, so it’s awesome we’re able to give fans their own experience on Roblox,” said Lando Norris, McLaren F1 driver, in a statement. “Our car launch is one of the most exciting events of the year and this time our fans will have the chance to sit in it before me and Daniel have even driven it, which is pretty cool. I hope you all enjoy the ride in the metaverse, and keep an eye out for my avatar.”

Not all of these experiences are simple brand showrooms. In this case, the Roblox community can also explore the metaverse counterpart of the McLaren Technology Centre, take selfies with the MCL36, purchase exclusive F1 McLaren digital items, and gear up in avatar bundles of Norris and Ricciardo.

To recreate the McLaren MCL36 design, Roblox community developers from The Gang worked in secret with the McLaren Racing team.

“The Gang used the new Roblox ‘Future is Bright’ lighting technology to create highly realistic and dramatic lighting in the virtual McLarenTechnology Centre,” said Marcus Holmström, CEO of The Gang, in a statement. “We built a precise 3D model representation of the car and applied physically-based rendering technology to it. The result is a vividly realistic surface appearance.”

“We’re really proud of the creative ways brands are authentically coming onto the platform and connecting with our community,” said Christina Wootton, vice president of global brand partnerships at Roblox, in a statement. “McLaren is a shining example of how brands can push the boundaries and unveil their products to a global audience. This is the first Formula 1 brand to unveil their racer through an immersive experience that’s available to millions of people at once.”

Alo Yoga’s wellness experience

And yesterday Alo Yoga, a fashion and lifestyle brand, launched inside Roblox a virtual Alo Sanctuary, an immersive wellness space for yoga and meditation. The experience coincided with Alo’s plans to open its real-life Wellness Sanctuary at Spring Studios during New York Fashion Week: The Shows.

That’s a clearly very different market than the McLaren crowd, and it shows that brands believe that Roblox is attracting a wider variety of consumers than it has in the past. (Most think of Roblox as a place for kids to play games with their friends).

NFL Tycoon

And the National Football League and Roblox, announced today the launch of NFL Tycoon to engage the next generation of NFL football fans in the “metaverse,” the partners said.

NFL’s Roblox experience will engage fans year-round in interactive NFL-themed gameplay while also providing a new virtual hangout destination with activations tied to league events. It is starting with the Super Bowl LVI on Sunday.

“We are beyond thrilled to partner with Roblox as we journey deeper into the Metaverse and continue to learn the value of interactive shared experiences for the NFL,” said Joe Ruggiero, senior vice president of consumer products at the NFL, in a statement. “We see Roblox as an extension of NFL’s real-life engagement platforms for emerging social connectivity where fans can learn the game and business side of NFL football. This is a new frontier of how fan engagement will evolve for the League, and we are excited to be a part of this dynamic space that will continuously evolve over time with new experiences.”

NFL Tycoon lets fans build, play, and learn in their own NFL-centered world through a combination of the popular tycoon and simulator genres on Roblox. Throughout the year, NFL Tycoon will host virtual live events and activations that coincide with the NFL calendar, starting with “Destruction House,” an interactive event inspired by the highly anticipated NFL Super Bowl LVI commercial.

Like many of the Roblox experiences, the NFL place is meant to bring players back over and over to new experiences.

原文转自：https://venturebeat.com/2022/02/11/mclaren-deal-closes-a-big-week-for-brands-on-roblox/

图片源自 Roblox