Lavazza has announced the release of the Lavazza Arena game in Roblox, which will be available starting today, September 5, 2022, formalizing its debut into a metaverse. It is a football game that “aims to promote awareness among the very young about one of the most pressing environmental challenges, deforestation.”
Lavazza Arena allows the community to have fun while also learning about the magnitude of this phenomenon: the Amazon Forest loses over a million trees every day, the equivalent of an area the size of a football field every 20 seconds.
Let’s see the game’s launch trailer:
On the World Day of Action for the Amazon, Monday 5 September, two greats of world football, such as Claudio Marchisio and Giorgio Chiellini , will participate as special guests in the matches during the Twitch live shows of Marcy7, from 20.30 to 21.15, and of ilGattoSulTubo respectively, from 17.30 to 18.15, to challenge all the gamers who connect.
Lavazza is recognized as a company capable of communicating in a dynamic and innovative way, without losing its heritage, represented by over 120 years of history. It is key for the brand to always identify new languages, new styles and communication channels to talk about projects and themes of collective interest, innovation is one of the company values.
For Lavazza, all communication activities intend to create an emotional and value bond with the consumer, capable of going beyond the brand to involve and stimulate reflection, as in this case the young people of Generation Z. The company strongly believes in the involvement of the new generations through the use of different platforms – digital, experiential events, music.
Aware of today’s environmental issues and the urgency of increasing awareness of as many people as possible of the serious situation in the Amazon Forest, Lavazza wants to help raise awareness among young people on this issue by engaging them on Roblox through an emotionally engaging and direct language with the use of a fun and exciting video game like that of football. The game is inspired by one of the many projects of the Lavazza Foundation, specifically the one created in collaboration with Cesvi to support indigenous communities in the reforestation of the Peruvian Amazon, in the province of Tambopata in the Rio de Madre de Dios.
Lavazza Arena is a virtual world absolutely different from the usual soccer fields, all to be explored and discovered. Here the player enters and finds himself on a completely ‘clean’ field. Once inside, you just need to juggle the various areas of the Arena: the more football matches are played, the more the game map becomes full of greenery, nature and trees.
Players can compete on the main court or simply have fun in the Practice Area, where various exercises will test their skills. Alternatively, they can spend time in the Lavazza Cafè or in the Learning Area to find out about deforestation. Customizations are also available for your avatar with Amazon-themed skins and power-ups.
Lavazza Arena is available on Roblox, an online platform that has recently reached 50 million daily users. On the occasion of the launch, in addition to the players Claudio Marchisio and Giorgio Chiellini, creators Marcy7, ilGattoSulTubo, Queen_Giorgia and OwengeJuiceTV were involved who, during live streaming on Twitch, will explore the Lavazza Arena and organize a real tournament with their community. Furthermore, throughout the week, Slends and Rupthy will share their experience in this new Roblox world created by Lavazza on TikTok.
The initiative was born from the idea of We Are Social and took care of its strategy, creativity, and implementation. Game development is by Dubit.
To access Lavazza Arena, click here