Mclaren Launches New Car Via Roblox Metaverse

Roblox has partnered with McLaren Racing to release the Formula One team’s new MCL36 race car via the McLaren F1 Racing Experience on its metaverse platform.

The global digital reveal on Roblox was coordinated with the real-world reveal of the new McLaren MCL36 which will be used during the 2022 FIA Formula One World Championship.

The occasion marks the first time a Formula One brand has unveiled a new car via a widely accessible metaverse experience. The McLaren F1 Racing Experience on Roblox, which has around 50 million users globally, enables fans to race a virtual MCL36 through some of the most popular Roblox experiences including Driving Simulator, Jailbreak and Ultimate Driving.

The Roblox community can also explore the metaverse counterpart of the McLaren Technology Centre, take selfies with the MCL36, purchase exclusive F1 McLaren digital items, and gear up in avatar bundles of stars like Lando Norris and team-mate Daniel Ricciardo.

Lindsey Eckhouse, Director of Licensing, Ecommerce and Esports at McLaren Racing, said, “We are thrilled that fans across the globe can access our new race car launch like never before.

“Roblox’s technology has enabled an inclusive, immersive experience which complements our physical launch event, giving people a unique and incredible moment to drive the MCL36 before even our drivers, and share the moment with their friends.”

Christina Wootton, VP of Global Brand Partnerships at Roblox, said, “We’re really proud of the creative ways brands are authentically coming onto the platform and connecting with our community.

“McLaren is a shining example of how brands can push the boundaries and unveil their products to a global audience. This is the first Formula One brand to unveil their racer through an immersive experience that’s available to millions of people at once.”