The eight-week campaign aimed to showcase the country’s landmarks and culture through immersive metaverse experiences.
An experiential campaign showcasing Qatar in the metaverse has received a record-breaking number of visitors, making it “one of the most successful nation-branding campaigns ever in the metaverse”, according to its developers, Q Life.
The immersive experiences — Qatar Adventures and Souq Waqif — set up in the online game platform Roblox attracted more than 15.9 million in eight weeks’ time from November 2024 to February 2025.
It is a 76% increase from the first installment of the campaign, which had clocked 12.9 million visits from 10.7 million unique users.
More than 2 million hours were spent by the visitors in the inaugural experience, according to Q Life, a cultural platform under the country’s International Media Office.
While Qatar Adventures, a virtual reconstruction of some of Qatar’s most iconic landscapes and cultural activities, was a part of the first campaign, the Souq Waqif store debuted in the second one.
The former allowed users to explore iconic Qatari landmarks, including the Lusail International Circuit, Lusail Stadium, Meryal Waterpark, Katara Towers and Hamad International Airport, as well as play mini-games such as the pearl diving challenge and a scavenger hunt for the traditional coffee pot dallah.
More than 3.8 million sessions of those mini-games were completed. Scoring penalty kicks in the Lusail Stadium and the Luggage Rush simulator at the Hamad International Airport were among the most played games.
The new addition, Souq Waqif, is a virtual market resembling its equivalent in the real world. Featuring user-generated content, it attracted over three million visits, with over 3.5 million downloads of the traditional Arabic garments and 5.2 million servings of Qatar’s national dish, Machboos.
Deemed as the first-ever permanent Middle Eastern storefront on Roblox, it is still available for users to interact with.
Q Life said the campaign had a “powerful impact on perceptions”, claiming that more than 92.7% of those who had responded to the in-game survey hinted at considering visiting Qatar in the next 12 months.
The goal of the campaigns is to use the metaverse to “reimagine cultural exchange and contribute to building bridges of understanding between Qatar and the world,” Q Life added in the statement.
The first edition of the Qatar Adventures, launched in celebration of the first anniversary of the Qatar World Cup 2022 final and Qatar National Day in 2023, was the country’s entry point in the metaverse.
The free-to-play game allowed users to explore Lusail Stadium, the venue that staged the iconic World Cup final, while wearing the bisht, the traditional Arabic cloak that was put on Lionel Messi by the Amir Sheikh Tamim bin Hamad Al Thani as the Argentinian captain lifted the World Cup trophy.
“The success of the initiative highlights Qatar’s growing leadership in the digital cultural space,” Q Life said in a statement released on Thursday.
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