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Roblox Launches Wimbledon World With Digital Swag From Andy Murray, Ralph Lauren

The All England Lawn Tennis Club has partnered with Roblox to launch WimbleWorld, a new 3D virtual world on Roblox that’s modeled after the Centre Court stadium at Wimbledon. Fans can collect in-game ‘Wimblebux’ to redeem for items from Roblox’s virtual Wimbledon shop to customize their avatars with digital merchandise.

Items available in the game’s digital storefront will span virtual branded clothing from Wimbledon sponsor Ralph Lauren, virtual tennis equipment and a digital edition of tennis star Andy Murray’s 2022 AMC cap. Users can also interact with Murray’s avatar in WimbleWorld, which includes a leaderboard and several animated tennis courts for users to play matches amongst their avatars. Virtual screens inside WimbleWorld will also display video highlights from the real-life Wimbledon tournament.

The Roblox metaverse already spans a virtual world from Nike while the NFL sold league-branded digital helmets and jerseys as swag for avatars. Both UEFA and NASCAR have also launched games on Roblox, which has more than 50 million active users.

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