Specsavers Teams Up With Roblox to Bring Frames to the Game

Specsavers has teamed up with popular online platform Roblox for a new in-game obstacle course, as well as some special merchandise giveaways. 

Made together with game development studio Dubit and social media agency Tangerine, "Specsavers Obby" will mark the UK optical industry's first foray into the digital world of Roblox. 

'Specsavers Obby' Gameplay

The initiative incorporates Specsavers into three popular Roblox games, namely Super Fun Obby, Chill Obby, and Ultimate Easy Obby. These games will include obstacles that need keen sight and listening.

To add an educational aspect to the games, Specsavers also added question gates surrounding health advice from optometrists. 

Throughout the five levels, players will get the chance to interact with virtual items from the brand, as well as collect 10 themed User-Generated Content (UGC) items. 

These include glasses and hearing aids, among others, which Roblox avatars can wear.

"We’re always looking for new ways to engage with our customers and share relevant health messaging in easy, yet creative ways," Lisa Hale, Specsavers head of consumer PR, brand activation, and social media, said in a statement.

"This collaboration allows us to connect with younger audiences in an interactive way, that will feel completely natural to them. Conditions such as digital eye strain and myopia have all become more prevalent over recent years, so we want to encourage gamers of all ages, to look after their most valuable pieces of gaming equipment — their eyes and ears."

Specsavers' collaboration with Roblox marks a significant shift in its marketing strategy, diving into a platform uncommon for the eyewear industry to tap into the game's 355 million monthly active users.

"Roblox’s immersive platform allows brands like Specsavers to authentically connect with notoriously hard-to-reach younger users, fostering meaningful interactions and experiences," Dubit CEO Matthew Warneford shared.

Editing by Katherine 'Makkie' Maclang