“Nikeland” is coming to Roblox. Nike is getting into gaming with a free (for now) virtual world dubbed “Nikeland” modeled after the company’s headquarters. The virtual world features Nike buildings, fields, and arenas for players to compete in various mini-games (like tag and dodgeball or “The Floor is Lava”) on Roblox. Nike hopes to integrate in-play moments that mimic global sporting events like the World Cup or the Super Bowl. And for the cherry on top of any virtual world, users will be able to access a digital showroom to deck out their avatars in Nike gear. YPulse’s latest gaming survey (our full gaming report will publish next month) found that 49% of Gen Z say they play open world games like Roblox, Minecraft, or Animal Crossing. (CNBC)
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