So far, the AustralianOpen kids game in Roblox has racked up 6.3 million visits, which Australian Open Web3 strategist Ridley Plummer sees as only the beginning in growing the tennis giant's global brand, jeffwilser writes for CoinDesk's CultureWeek.
. Working with a metaverse and NFT development studio, Run it Wild, the team created a replica of the Rod Laver Arena and its surroundings. I took my nerdy little avatar that I created back in early 2020 into Decentraland to check it out myself and was surprised by its verisimilitude.
We might be in a bearish climate for crypto, but the Australian Open is one of the most interesting examples of Web3 actually being used by a mainstream brand. For years, in abstract terms, crypto enthusiasts have theorized how NFTs could help traditional brands engage with customers. The Australian Open is now doing that.
“I’m stoked to be a part of AO Adventure in Roblox,” Kyrgios said in a statement. “I hope that gamers enjoy interacting with humanoid Nick and pick up a few tips and tricks along the way.” Plummer thinks the metaverse and other Web3 tools could help create an “evergreen model for twelve months of the year,” where fans can play Australian Open games indefinitely.
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