Warner Bros promotes Aquaman and the Lost Kingdom with new immersive Roblox experience

The virtual world, dubbed ‘Aquaman Simulator – The Lost Kingdom,’ is a virtual recreation of the film’s Kingdom of Atlantis. Users can immerse themselves in the underwater city, taking on special challenges, discovering magical creatures and characters with their friends and defending the kingdom from enemies using trident weapons. They may even run into – or swim into – Aquaman himself, as well as his sidekick Topo and his sea dragon Storm.

In the metaverse experience, unveiled on Thursday, users have the opportunity to develop their skills and win digital rewards and accessories, such as a golden trident, a manta mask and a one-of-a-kind T-shirt. Plus, to amp up the excitement for the new superhero film, visitors to ‘Aquaman Simulator – The Lost Kingdom’ will receive their own digital pet Storm 24 hours before the film’s UK release.

The experience was designed to expand the franchise’s fan base to younger consumers and engage them in new ways. As Cameron Curtis, Warner Bros Pictures’ executive vice-president of worldwide digital marketing, put it: “Our goal is to not only captivate Aquaman’s existing millennial fanbase but to also reach new Gen Z audiences. Harnessing the vast user base of Roblox, with millions of Gen Z on the platform, provides us with a unique opportunity to achieve just that.”

The activation was created in partnership with gaming developer The Gang. The studio counts Amazon, Spotify and Wimbledon among its clients.

“The Gang’s exceptional creativity and game design have brought the magic of Aquaman and the Lost Kingdom to life and elevated it to a new level and we can’t wait to see how fans will immerse themselves in the experience,” said Curtis.

Samuel Arvidsson, chief commercial officer at The Gang, said: “By incorporating immersive gaming experiences into its marketing strategy around the film, Warner Bros. Pictures can nurture and expand Aquaman’s dedicated fan community, offering moviegoers the opportunity to connect with their favorite films like never before. With ‘Aquaman Simulator – The Lost Kingdom,’ we’ve created a fun and dynamic experience, and we’re looking forward to witnessing the excitement it sparks among fans.”

It’s not the first time that Warner Bros Pictures has worked with the Stockholm-based studio. Earlier this year, the entertainment company teamed up with The Gang on another Roblox activation designed to promote its film Shazam! Fury of the Gods.

“We are delighted to partner with Warner Bros once again,” Arvidsson said, “to promote the launch of the eagerly awaited ‘Aquaman and the Lost Kingdom’ movie.”

Aquaman and the Lost Kingdom is the sequel to Aquaman, released in 2018. Directed by James Wan and Aquaman himself, Jason Momoa, the new film also stars Patrick Wilson, Amber Heard, Yahya Abdul-Mateen II and Nicole Kidman. It will be distributed worldwide.

For more, sign up for The Drum’s daily newsletter here.