AirAsia is widening its reach to the digital world with the debut of “AirAsia World” in Roblox. Its arrival to the popular free-to-play online game introduces a whimsical new space that simultaneously showcases its brand as well as Malaysian culture.
AirAsia World is developed by AirAsia brand co. (Abc), Objekk and Lumiworks Sdn Bhd, through an IP 360 Metaverse grant from the Malaysia Digital Economy Corporation (MDEC) – an initiative designed to drive national investment and development opportunities for Malaysia-based creators and studios. This addition allows users to explore familiar ASEAN regions in Roblox, granting them the opportunity to familiarise themselves with key cultural touchpoints straight from the game before potentially visiting the region directly. Furthermore, AirAsia World also features various mini-games which also offer unique incentives to further interact and learn about the in-world location.
AirAsia’s virtual world primarily features two mini-maps: AirAsia Central and ASEAN Island. The former of the two is a hub for mini-games, such as go-kart racing and airplane piloting, and other user-generated content. ASEAN Island, on the other hand, is a virtual recreation of various regions that players can traverse and get to know better. There’s also the airline’s Santan meals to try out, at least virtually.
The launch of this digital space coincides with AirAsia’s other online ventures, such as the brand’s YouTube series, AirAsia Buds Adventure, and game development challenger RedGames Jam. Those interested to dip your toes in AirAsia World may do so by searching for it on Roblox, or by visiting this link.
(Source: AirAsia Press Release)
