Manchester City launch metaverse experience through Roblox partnership

English soccer champions Manchester City have launched a new ‘Blue Moon’ experience in the metaverse through the club’s partnership with video game platform Roblox.

City are the Premier League’s first team to launch an experience on Roblox, as the club takes its latest stride into the metaverse.

Last November, the Citizens revealed a partnership with Japanese technology giant Sony to develop new digital fan experiences, including a virtual recreation of the club’s Etihad Stadium.

The ‘Blue Moon’ offering, launched in collaboration with virtual experiences company Karta, follows City’s first item release on the Roblox marketplace in May of scarves celebrating the team’s 2021/22 title win.

City’s new experience follows the story of characters ‘Moonchester’ and ‘Moonbeam’, and features moon-themed visuals and interactive space-themed tasks.

Blue Moon’s activities include a minigame and virtual club store, with users able to play and watch ‘Moonball’ matches, compete for in-game rewards and interact with fellow Roblox users. Further upgrades, updates and events for the experience are set to arrive in the coming months.

For a limited time, City’s home shirt for the upcoming season will be available to unlock as a free item.

Manchester City will also feature in Roblox’s Goal Kick Simulator experience on the platform, where fans are offered limited edition items for their digital avatars.

On 15th July, City’s Premier League trophy tour will make its first virtual stop within the ‘Blue Moon’ experience, with users able to interact, collect unique items and take pictures with the trophy over a 48-hour period.

“Manchester City continues to embrace the latest technologies to enhance experiences for our fans across the globe – both physically and in the digital world, exploring new and exciting ways to engage and entertain our fanbase,” said Nuria Tarre, chief marketing and fan experience officer at City Football Group (CFG).

“Another first for the club, this collaboration aims to inspire the next generation of fans and we look forward to delivering this innovative new experience on Roblox and bring the Premier League trophy into the metaverse.”


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