The United States Tennis Association (USTA) unveiled a new US Open interactive experience on Roblox, allowing fans to engage in various quests and challenges.

Confirmed:

• ‘Champions of the Court’ offered fans the opportunity to play matches, participate in treasure hunts, and interact with avatars of famous players
• Fans could earn and spend tokens within the experience to purchase items
• Doppelgänger, a consultancy specialising in metaverse product creation, was given the brief by the USTA to work on the Roblox experience
• Virtual environment incorporated visuals from the Billie Jean King National Tennis Center
• The US Open’s enduring official partners, Emirates Airline and Ralph Lauren, were also integrated into the Champions of the Court experience as part of its rewards economy