Already available, the online game is set at the São Paulo Futebol Club stadium, Morumbis
Bis, Mondelēz Brasil’s Wafer brand, launched an original and engaging experience within Roblox. The news brings the entire universe of the brand – with its characteristic humor, the words of words and the already iconic Morumbis stadium – to the interactive environment of the platform.
Activation is part of the encore strategy of being present in moments and cultural spaces that count for your audience. In order to approach consumers even more, the brand bets on fun and interactive dynamics, maintaining its irreverent tone and offering real prizes.
“Being in Roblox is not just about playing. It is a question of culture, conversation and connection. The encore wants to be where the audience is – whether in a stadium, to eat or within a digital universe like this. And always our way: to cause, play and leave that taste more”, “,” Ana Assis, Bri marketing manager from Mondelēz Brazil.
Ana Luiza Calil, brand marketing analyst, added: “Our role was to find a balance between the fun of the Morumbis stadium and the immersive universe of Roblox. We thought of transforming the stadium into an interactive, fun and quite engaging environment to involve the players and creating a truly captivating experience that would have translated the connection between the brand and the platform in a light, fun and authentic way, joining the passion for digital entertainment.”
https://www.youtube.com/watch?v=6oxs0ohzmig
Game dynamics and user experience
The experience brings players to a football field inspired by Morumbis, mixing unprecedented physical and digital worlds on the platform. In the game, users capture bis themed spheres to increase their power on the field and compete for the ranking. When the challenges are completed, it is possible to save real prizes, such as Discount coupon For online purchases of branded products.
“In Mondelēz, we are accelerating the development of a new generation of travel that make up the entertainment with electronic commerce. Roblox’s union with one of the Brazilian’s favorite Snack brands is the perfect combination for this process and this is a great platform that we will continue to expand in partnership with them” Maria Mujica, vice -president of the Electronic Commerce Latam de Mondelēz explained.
“Brazil has the largest number of users active daily on Roblox outside the United States, with an aggregate growth of 183% in just four years*. With this growth and scale, we are excited to see more and more the vibrant Brazilian culture represented on the platform of unique and creative ways and the experience of bis, inspired by the iconic Morumbis stadium, is the new example of this trend,” Justine Higuras, director of Roblox’s global partnership, commented.
To promote well -being and safety, the experience has been developed with integrated systems that promise to protect players and encourage positive interactions. In addition, pop-ups report when the user needs a “bisonne” screen, strengthening the brand’s commitment to the protection of users.
*Aggregate growth rate in four years of Roblox’s daily active users in Brazil, from the 1st quarter of 2021 to the 1st quarter of 2025, referring to the three -month period closed on March 31, 2025.
Source: Terra
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