Olympique de Marseille has stepped into immersive digital spaces by launching “OM District” on Roblox, marking a strategic move to engage younger, Gen Z audiences.
The experience recreates a virtual version of Marseille, centered around the Vieux-Port and featuring iconic landmarks such as the Orange Vélodrome, Notre-Dame de la Garde and the Mucem. This digital environment acts both as a showcase of the city and a branded hub for fan interaction.
OM District integrates multiple engagement layers, including mini-games, social interaction tools and virtual merchandise. A parkour-style game introduces competitive elements through leaderboards, while a virtual showroom enables users to customize avatars with club-branded items.
A standout feature is the integration of user-generated content (UGC). Fans can earn or purchase digital accessories and use them across the broader Roblox ecosystem, effectively turning users into mobile brand ambassadors.
With over 140 million daily active users, Roblox offers clubs access to a massive, younger audience that is increasingly disconnected from traditional media channels, reinforcing the importance of platform-based fan ecosystems.