Wimbledon launched a virtual world on Fortnite to attract a younger crowd. Wimbledon is on a mission to appear relevant to the new generations: it started last year when the British tennis tournament created a virtual world on Roblox, and now the brand is launching a new activation on Fortnite. With The Race to Wimbledon, users are invited to “run, drive, and fly” to the Wimbledon virtual grounds—and challenge Andy Murray at the same time. Creating online games is a good way for brands to engage with young consumers, with data from YPulse’s Where is The Metaverse? trend report showing that 86% of young Europeans are interested in playing online games with friends in the metaverse. (Broadcast)
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