The International Olympic Committee (IOC) and the credit card company Visa have set up a metaverse called Olympic World on Roblox. The objective is to engage with young spectators in particular and do so “in a space where they are already spending their time,” in the words of Anne-Sophie Voumard, Managing Director of IOC Television & Marketing Services.
In addition to serving as a news feed for the Games, Olympic World sells “exclusive Olympic-themed items for users’ avatars and an ever-rotating collection of user-generated content, crafted by top Roblox creators.” The opening of this Olympic Shop marks the debut of virtual merchandise with an Olympic brand.
Also on offer are the Olympic Champions Hall, which recounts the history of the Games, and at least two mini-games: Obby (a race through Paris) and Smash Ball (some kind of underwater adventure).
The US and Brazil have their own “regional environments,” set up by their respective holders of the Olympic broadcast rights. Team USA Obby – care of Team USA and NBCUniversal – has a Team USA Museum, mini-games, a Peacock Lounge and its own branded virtual merchandise.
However, for Brazil, rights holder MRH Globo has set up Destino Pari inside Sportv Land, the metaverse it already operates.
