South Africa, Aug. 3 -- Rather than developing a completely new standalone Roblox game for every activation, it has created a scalable multiplayer format that can be adapted for different events.

Together with brands or organisers, the agency develops a customised experience based on One Last Stand.

Visitors to trade shows, festivals, pop-up activations or community events can then compete against one another in a shared live tournament that extends the experience into Roblox.

Broader shift

The launch reflects a broader shift towards gaming as a platform for live brand experiences, with marketers increasingly looking to connect physical events with digital communities.

"With One Last Stand, gaming becomes an integral part of the live...