Last month to celebrate World Tourism Day the Association of Southeast Asian Nations (ASEAN) launched a new metaverse game for Roblox players.

It’s no ordinary game though, and we were lucky enough to get some time to chat to Oliver Chong – the Chair of ASEAN Tourism Marketing Partnership Working Group and Executive Director International Group HQ & Oceania, International Group, Singapore Tourism Board – to discuss why that is.

We chat about how the project has come about, why the Roblox platform was the perfect fit for it, and the vast range of big prizes up for grabs.

Gamezebo: Can you explain a little how this project from the ASEAN to create a new experience in Roblox first came about?

Oliver Chong: The #ImaginASEAN’s Great Metaverse Hunt’s integrated Roblox game is an exciting extension of our ASEAN Day campaign launched in 2023. Last year, we celebrated this day, which marks the founding of the Association of Southeast Asian Nations (ASEAN) in 1967 with the signing of the ASEAN Declaration.

Building on the success of last year’s campaign, we expanded the imagination theme for this year’s ASEAN Day by creating a mini-game integrated into the Roblox gaming universe, one of the world’s largest online gaming platforms. This strategic move invites millions of players to engage with Southeast Asia’s diverse cultures and destinations through a fully immersive and interactive experience. By leveraging Roblox, we’re bringing Southeast Asia to a platform where our growing core audience is active and engaged.

Players will see how Southeast Asia is truly “A Destination for Every Dream.”

What exactly can players do in ImaginASEAN – how does the experience work? Which parts of Southeast Asian culture are explored in the game?

In the #ImaginASEAN experience on Roblox, players will be immersed in an exciting, interactive journey that showcases Southeast Asia’s cultural and geographical diversity.

The platform features an interactive mini-game in which participants from around the world can explore a wide range of iconic landmarks and cultural elements within the ten ASEAN countries in Southeast Asia. Through this virtual world, players can experience a variety of each country’s unique heritage.

Players can download the Roblox game from the App or Google Play store to play the game, which launches during World Tourism Day on September 27th. It is free for players to sign up. Players can search for #ImaginASEAN’s Great Metaverse Hunt in the mini-game section and participate in the game. Players will be greeted with an avatar guide to explain the gaming instructions. Players can also visit www.PlayForUGC.com to get access to the game.

Another feature is the inclusion of Southeast Asian-themed virtual garments. This allows players to customise their avatars with some of the traditional attires that are worn by different cultural groups within each ASEAN nation. This element promotes and celebrates the diverse cultures of Southeast Asia, making the experience fun and informative.

Players can also take part in a scavenger hunt, where they will uncover hidden clues to locate 30 hidden objects (e.g. local cuisine, mythical creatures, etc.) and information about ASEAN’s cultural heritage while navigating famous landmarks across the region. As they progress, participants will unlock exclusive in-game rewards and virtual items. Those who finish the hunt the fastest—specifically the top 20 players—will stand a chance to win a trip for two to two ASEAN destinations.to experience the region firsthand. 

The ASEAN-Korea Centre will also partner in the #ImaginASEAN’s Great Metaverse Hunt experience. In the game, players can explore a virtual version of the Jeju ASEAN Hall, where they will be introduced to a guide who leads them through key information about Southeast Asia’s relationship with the Republic of Korea. The ASEAN Hall will showcase important cultural and geographical details about the two dynamic regions, allowing players to immerse themselves in both Southeast Asian and Korean highlights. Additionally, there are two hidden objects within the hall for players to discover, offering extra points for those who complete the scavenger hunt. This addition will come later in the game on October 9, 2024.

As an added bonus, one hidden object in the game is sponsored by AirAsia, adding an extra layer of excitement to the experience.

Why is Southeast Asia doing this integration with the Roblox platform specifically?

With over 66 million daily active users worldwide, Roblox offers a unique opportunity to engage with audiences in our key target markets like the US, UK, and Australia, where many of our tourists are from.

Roblox’s appeal cuts across generations in the family, making Southeast Asia’s cultural offerings accessible to various age groups. By tapping into the cross-generational appeal of Roblox, we can introduce Southeast Asia to millions of users in an immersive, interactive format that resonates with them.

Can you explain a little why Agoda and AirAsia are involved in this project?

Agoda and AirAsia are long-standing partners of ASEAN and key collaborators in our #ImaginASEAN project, making their involvement a natural fit.

Agoda is a renowned digital travel booking platform  that contributes to encouraging travel to Southeast Asia and making Southeast Asia’s diverse cultural experiences more accessible to travellers. By connecting travellers to all 10 ASEAN countries, Agoda is a key player in this mission.

AirAsia is a low-cost carrier that offers affordable travel within Southeast Asia, and its commitment to empowering communities and promoting Southeast Asia’s diversity also aligns seamlessly with the goals of this project.

What prizes are involved for those who play ImaginASEAN, and what date do they need to have played the game by?

There will be three grand prize winners:

The top prize winner will receive two international roundtrip and connecting flights to two Southeast Asian countries of their choice. The winner will also receive USD 1,200 in AgodaCash to redeem complimentary hotel accommodation and experiences.

The second prize winner and their guest will win USD $600 in AgodaCash to redeem complimentary hotel accommodation in two Southeast Asian destinations of their choice. There are no international flights offered for the second prize.

The third prize winner and their guest will win USD $200 in AgodaCash to redeem complimentary hotel accommodation in one Southeast Asian destination of their choice. There are no international flights offered for the third prize.

The top 20 players with the quickest completion time for all four missions will also be entered in a lucky draw for a chance to win various mystery gifts. The game will be active in the Roblox community from September 27th, 2024 until December 31, 2024.

How do you think this will help tourism for Southeast Asia?

The #ImaginASEAN’s Great Metaverse Hunt’s integrated mini-game on Roblox has the potential to boost tourism in Southeast Asia by raising awareness and interest in the region’s diverse cultures, landmarks, and experiences.

By showcasing the unique attractions and hidden gems of Southeast Asia in an interactive format, the game builds curiosity and excitement, especially among younger audiences and families. It positions Southeast Asia as an appealing and accessible travel destination, encouraging future tourism and contributing to the growth of the region’s tourism industry.

The Jeju ASEAN Hall that will be featured in the game is an exhibition space located within the Jeju International Peace Center, operated by the ASEAN-Korea Centre, Jeju Province, and the Jeju International Peace Center. The goal is to strengthen mutual understanding and people-to-people exchange between ASEAN and the Republic of Korea, and players will be able to explore this hall in the game.

We thank Oliver for taking the time to chat! You can check out the game for yourself by clicking right here.