The United States Tennis Association (USTA) has unveiled a new immersive virtual experience dubbed “Champions of the Court” on the Roblox platform to mark this year’s Grand Slam tournament.
The experience allows fans to engage in matches, partake in treasure hunts, and interact with avatars of renowned players as they gear up for the tournament slated between August 28 and September 10, 2023.
Within the experience, users can compete on the virtual court against a playable avatar of American tennis player Coco Gauff. They can also join a treasure hunt led by Billie Jean King, a former world No. 1 tennis player from the US, searching for specific items to earn rewards.
Additionally, users have the opportunity to collect and use tokens to acquire in-game items like tennis rackets and balls.
The “Champions of the Court” experience was developed in collaboration with Doppelgänger, a creative agency specializing in guiding brands through the metaverse and Web3.
Long-standing partners of the US Open, Emirates Airline and Ralph Lauren, are also integrating into the Champions of the Court experience. This collaboration presents players with chances to win branded digital fashion items and rewards by participating in a range of challenges.
Major international tennis tournaments are increasingly embracing Web3, marking a trend in the sports world.
Just recently, the Wimbledon Tennis Tournament joined forces with Andy Murray. Together, they unveiled “The Exposition” NFT project, a tribute to Murray’s incredible 18-year journey at Wimbledon.
Earlier this year, in a similar vein, the Australian Open stepped into the metaverse with two metaverse experiences. The first, named “AO Metaverse,” unfolded within the digital landscape of Decentraland. The second, “AO Adventure,” was crafted on the Roblox platform.
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