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Tennis Australia has partnered with Roblox to launch AO Adventure, a new interactive metaverse game for the Australian Open Grand Slam championship.
The Roblox deal marks Tennis Australia’s latest metaverse venture after the deal with Decentraland for the ‘AO ArtBall’ non-fungible tokens (NFTs) for last year’s Australian Open. That partnership will also be active for this year’s tournament.
Ridley Plummer, senior manager of metaverse, Tennis Australia, said: “With more than 80 per cent of users on the platform aged 25-and-under, it’s also a great platform for us to connect with younger fans, who we hope will be inspired to visit the AO in person one day after experiencing what the AO has to offer, beyond tennis.”
Tennis Australia will look to leverage Roblox’s network of more than 200 million monthly active users to reach new fans, particularly younger audiences.
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