Benidorm also wants to become a tourist destination within Roblox. The city of Alicante has presented “Benidorm Fun Town Tycoon”, an experience developed specifically for the popular video game and virtual world creation platform, with which it seeks to connect with Generations Alpha and Zeta through entertainment.
Roblox exceeds 151 million daily active users globally
The initiative, promoted by the Visit Benidorm Foundation, makes the municipality the first European city with its own experience within Roblox, competing in an environment where international destinations and urban references such as Tokyo or Singapore already operate. The project is based on the potential of a platform that exceeds 151 million daily active users globally and that has established itself as one of the main digital socialization spaces for younger audiences.
“Benidorm Fun Town Tycoon” transfers the identity of the city to the language and dynamics of gaming. The game adopts the “Tycoon” format, a genre based on the management, construction and progressive improvement of environments, and proposes players to build the skyscraper “largest, most sustainable and most fun in the world.”
The main mechanics start from a magical seed planted in the heart of the city. As users interact and complete actions, the building grows floor by floor until it integrates into the Benidorm skyline. The proposal thus converts the well-known vertical urban model of the town into a visual metaphor about sustainability and use of urban space.
Exploring the city is also a central part of the experience. To continue advancing and obtain new seeds that allow the skyscraper to expand, players must travel through a virtual recreation of Benidorm using exclusively means of sustainable mobility, such as bicycles, skateboards or sailing boats. The tour includes emblematic points such as the Castell de Benidorm, the beaches of Levante and Poniente, the Serra Gelada or the Island of Benidorm.
The project also incorporates an educational and narrative gamification component through the character of Captain Pedro Z, an NPC inspired by the figure of Pedro Zaragoza, mayor of Benidorm in the 1950s. The character acts as a guide within the virtual universe, proposes daily challenges and asks questions about the city and its tourism model. Users who correctly complete the dynamics receive temporary rewards that accelerate their progress within the game.
From Visit Benidorm they explain that the objective is to build an ecosystem where the physical and digital experience coexist in a complementary way. “Using the metaphor of the game, the objective is to plant in new generations the seed of curiosity about Benidorm and the inexhaustible leisure offer, inviting them to build and discover a destination where sustainability, adventure and family offerings grow hand in hand”said Toni Pérez, mayor of Benidorm.
Incorporates rest tools, inviting you to pause the game every half hour
The proposal also aims to expand the reach of the destination beyond children or adolescents and become a shared experience between different generations. To do this, the video game incorporates control and rest tools, including systems that invite you to pause the game every 30 minutes, complementing the parental control functions already existing in Roblox.
As part of the experience, players can unlock collectible digital accessories to personalize their avatars, including Captain Pedro Z caps, t-shirts inspired by the city or elements linked to the Benidorm skyline.
The creative development of the project has been carried out by Fleeverse, a studio specialized in tourism strategies within gaming platforms and born from the union between Flecher.co and Brandnewverse. The initiative is part of the growing exploration of video games and virtual universes as tools for territorial promotion and destination brand building.
More info: Benidorm City of Fun
