The Australian Open has partnered with Roblox to create a virtual experience for fans to explore the Australian Open Park in Melbourne. Players can interact with a digital avatar of tennis superstar Nick Kyrgios known as “humanoid Nick.” This decision to use Roblox instead of a blockchain platform like Decentraland was made to ensure a better user experience, despite the platform’s lack of NFT and Web3 integration. Last year, Decentraland was used for the tournament, attracting 5,000 unique visitors per day. This year, the event will run from Jan. 16 to Jan. 29 and will include a multiverse play featuring Roblox and Decentraland.
In addition to the virtual experience on Roblox, last year’s Australian Open featured 6776 collectible NFT “ArtBalls” linked to specific match shots and uploaded to the blockchain. These NFTs generated $3.9 million in trading volume over a bi-weekly period. However, interest in crypto and blockchain has decreased, leading event organizers to explore other options. This year, 2454 new NFT ArtBalls will be launched in the hopes of rekindling trading activity. The floor price for last year’s ArtBalls on OpenSea has fallen to 0.09 ETH ($127), significantly lower than the floor price at the time of writing.
With Roblox’s 43 million daily active users, the platform was chosen to attract younger fans to the Australian Open. The AO game on Roblox has already seen around 2,500 daily unique visitors since its launch. The platform’s popularity among users aged 25 and under makes it an ideal choice for connecting with a younger fan base. Ridley Plummer, senior manager of Metaverse, NFTs, Web3, and Cryptocurrency at Tennis Australia, expressed excitement about the potential to engage with younger fans through Roblox.
The Australian Open has veered away from promoting blockchain metaverse projects and instead opted for a virtual experience on Roblox tied to a non-crypto platform. The decision to use Roblox was made to enhance the user experience, despite the platform’s lack of blockchain and Web3 integration. Last year, Decentraland was used for the tournament, attracting 5,000 unique visitors per day. While Decentraland will still co-host the event alongside Roblox, the focus this year is on creating a multiverse play that appeals to a wider audience.
Last year’s Australian Open featured collectible NFT “ArtBalls” linked to specific match shots and uploaded to the blockchain, generating $3.9 million in trading volume. With a decrease in interest in crypto and blockchain, event organizers are hoping to reignite trading activity with the launch of 2454 new NFT ArtBalls. the floor price for last year’s ArtBalls on OpenSea has fallen to 0.09 ETH ($127), compared to previous levels. The hope is that this year’s NFT launch will generate renewed interest in trading activity.
Roblox’s 43 million daily active users make it an attractive platform for engaging younger fans with the Australian Open. The AO game on Roblox has already seen around 2,500 daily unique visitors since its launch, indicating a strong potential for reaching a younger audience. Ridley Plummer, senior manager of Metaverse, NFTs, Web3, and Cryptocurrency at Tennis Australia, emphasized the platform’s appeal to users aged 25 and under as a key factor in the decision to partner with Roblox. The goal is to leverage Roblox’s popularity to connect with a new generation of tennis fans and create an engaging virtual experience for the Australian Open.
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