After becoming the country’s first retailer to tap into the Roblox space in 2022, Game launches Season 2 of ‘the Game game’ on the platform on 4 August 2023, bringing with it a new first for South Africa – locally-inspired and designed user generated content (UGC).
Within the first hour of the GAME Game going live, it amassed more than 10 000 plays, with all limited UGC items (over 1000 units) claimed within this time frame. I attached an image of this limited piece, which was a groove-powered jetpack – complete with a boom box.
Comments from players included feedback like “Best UGC creator”, “Thank you Game” and “Let’s GOOOO”, letting us know that this new season of the GAME Game is well received by players on the platform. The retailer has now launched access to an Mzansi inspired headpiece.
The game can be found here: https://www.roblox.com/games/13808928302/GAME-Game
For more read: Game Launches SA’s First Local UGC Merchandise On Roblox
By engaging with local designers to better understand what young South Africans are looking for from what is arguably the future of fashion and retail – virtual goods – the brand hopes to build on last year’s success, when the game was launched as part of its Black Friday campaign.
Game’s Senior Manager for Communications, Michelle Kemp, explains that the brand did this through a collaborative partnership with Blackboard in Johannesburg and Cape Town, where talented students were engaged to assist with the creation of these local accessories that speak to South African life and culture.
“The growth of virtual goods is incredible on a global scale, but we don’t see many local brands playing within this space. Roblox users use UGC to personalise their in-game avatars in a way they feel represents them and who they aspire to be – and we wanted to bring a local flavour to that through our game.”
Upon launch, the Game game amassed over 14 000 plays and a positivity rating of 88% on the platform, as it gave the players the opportunity to play within a city block that accurately reflects South African life and culture in a gaming environment – including Hadeda’s and potholes! “The feedback from our audience was incredibly positive, as they saw the intricacies of South African life in a way they don’t usually see on their screens through internationally developed games,” explains Kemp
