Dubit built the Dynamos Cricket app for the England and Wales Cricket Board (ECB). For the International Cricket Council's (ICC) Men's Cricket World Cup 2023, we built a Roblox Fan Zone that reached 220m players. It sat inside several popular Roblox games, where players earned 'Runs' and redeemed them for free items. For UEFA EURO 2024, Dubit built EUROballer Battle on Fortnite.
Dynamos Cricket was aimed at any young player aged 4 and up. It was built to excite them about playing cricket, and it let trainers incentivise their young cricketers with prizes and awards.
Dynamos Cricket partnered with The Hundred to launch an experience on Roblox. It was built around a simple challenge: score as many runs as possible in 60 seconds. Precise timing produced higher scores, which players could exchange for exclusive bat skins, ball effects and limited-edition avatar items.
We distributed the ICC Fan Zone across our Partner Games network of popular Roblox games. Players earned 'Runs' by playing the games they love, then redeemed those runs for free user-generated content (UGC) items. A new item was made available every 48 hours.
EUROballer Battle was selected as a Fortnite Featured pick. Players dropped into Fortnite's Festival Island and competed in the Baller Arena. It was a round-based game about collecting as many footballs as possible. Each player represented a nation and contributed to its standing on the leaderboard. Slogo and Jelly promoted it.
How many people can a cricket activation on Roblox reach?
Dubit's Fan Zone for the ICC Men's Cricket World Cup 2023 reached 220m players. In the activation's four weeks there were 48m unique plays and 30m brand interactions. The Fan Zone delivered over 300m impressions and gave away 680,000 UGC items. The Hundred's experience on Roblox reached 2m players and achieved an 80% approval rating.
Does a Roblox game make young people care about a sport, or only about the brand?
A branded game can build awareness and even affection for a league's logo or vibe, but not for the sporting content that defines the league. Fandom is not the same as brand awareness. Emotional fandom comes from narrative, stakes and identity. Narrative is the match stories, stakes are the results and standings, and identity is loyalty to a club or a player.
