Singapore Tourism Board (STB) has entered the world of online gaming with the launch of Singapore Wanderland on Roblox, one of the most popular game platforms. The whimsical game has already attracted over two million visits since its beta version release on May 11, 2023. Singapore Wanderland aims to provide an immersive gaming experience to Indian players, allowing them to virtually explore Singapore and complete various tasks in a virtual world.
Singapore Tourism Board Launches A One-Of-A-Kind Interactive Game Singapore Wanderland On Roblox
STB collaborated with gaming specialist Publicis Play and Roblox developer Wonder Works Studio to create the game over a five-month period. Singapore Wanderland features three mini-games inspired by real-life attractions, where players can earn magic orchids to transform a garden with STB’s destination mascot, Merli.
The game incorporates popular entertainment formats on Roblox and includes elements inspired by Singapore’s iconic attractions. Players can personalize their avatars with virtual collectibles, such as a Supertree hat, Singapore Flyer Backpack, and Lotus race car.
The experience will continuously be updated with new content, quests, and prizes to keep the game engaging and fresh for players.
 | Garden Galaxis features an obstacle course where players leap across giant flowers, with expansive views of Marina Bay Sands and the Supertree Grove, as well as the Singapore Flyer. |
 | Players go on a scavenger hunt on Finders’ Isle to find items unique to Singapore amidst a town square inspired by Clarke Quay, shophouses in our cultural neighbourhoods and retail icons like TANGS Orchard. |
 | Inspired by Singapore’s green spaces, players select from various quirky go-karts and race through landmarks in Jungle Jiffy, zipping through Singapore Botanic Gardens – the country’s first UNESCO World Heritage Site – and the eclecticChinese mythological themed park Haw Par Villa. |
Roblox has a massive user base of over 60 million daily active users worldwide, making it an ideal platform for STB to reach key markets like India. Additionally, with over half of Roblox users being under 18 years old, it presents an opportunity to target the family segment. The virtual world of Roblox also opens up possibilities for monetization and partnerships. STB aims to grow Singapore Wanderland into a platform where local tourism businesses can connect with new audiences in virtual environments.
Mr. Kenneth Lim, Assistant Chief Executive of the Marketing Group at Singapore Tourism Board, stated that Singapore Wanderland showcases STB’s commitment to innovative ways of engaging with new audiences and inspiring travel to Singapore. The launch of the game aims to provide a unique and interactive gaming experience to Indian players and invites them to explore Singapore virtually. The platform also offers tourism partners an avenue to collaborate in the virtual world, creating real-world impact.
Ms. May Yeo, Assistant CEO of Gardens by the Bay, expressed excitement about participating in STB’s Roblox experience. She mentioned that Singapore Wanderland provides a creative platform to introduce the blend of horticultural excellence and sustainable technology that makes Gardens by the Bay unique to a global audience.
In summary, Singapore Tourism Board’s Singapore Wanderland on Roblox brings the charm of Singapore to a popular online gaming platform, allowing players to engage with the destination virtually while completing tasks and exploring iconic attractions. The game aims to attract new audiences, particularly from India, and presents opportunities for monetization and partnerships.
