Almarai World on Roblox | Gaming experience to connect with Gen Z and Alpha

TECHNOLOGY

GAMING

USE CASE

ADVERTISING

CLIENT

Almarai is a leading Saudi Arabian food and beverage production and distribution company in the Middle East. Founded in 1977 and headquartered in Riyadh, it is the world's largest vertically integrated dairy company. Its catalog includes dairy products, juices, baked goods, poultry, infant formula, and more, operating under brands such as Almarai, Alyoum, and L'usine. With a presence in seven countries, a network of 220,000 points of sale, and a fleet of more than 9,000 vehicles, Almarai stands out for its commitment to quality and innovation in the FMCG sector in the MENA region.

GOAL ACHIEVED

Create a Roblox experience that connects the public with the Almarai universe, promoting brand recognition and loyalty through entertainment.

Experience Roblox to connect with Generation Z and Alpha

Almarai, one of the most recognized food brands in the Middle East, was looking for new ways to connect with Generation Z and Alpha through native digital experiences. The goal was to strengthen the brand's positioning among young audiences through an innovative, participatory proposal aligned with their entertainment consumption habits.

To meet this need, DeuSens developed a customized virtual environment within Roblox, in collaboration with Webedia and its division in Saudi Arabia. The solution took the form of a tycoon-style game, in which users had to build and manage their own food production ecosystem, making iconic Almarai products such as juices and dairy products.

Tycoon-style gamification that allows you to create, scale, and build loyalty

The game dynamics focused on a progression mechanic typical of tycoon games, which are well known to Roblox users. Each player started with a basic plot of land and had to develop their own farm, with crops and facilities that allowed them to produce the brand's signature products.

As users progressed, new possibilities for expansion and improvement were unlocked, encouraging optimization of the production process and strategic resource management. This continuous progression created an immersive experience with a high degree of retention, while reinforcing values such as effort, planning, and business growth.

The entire aesthetic of the environment, as well as the mechanics and rewards, were designed with the audience's familiarity with social games in mind, maintaining narrative and visual consistency with the Almarai brand universe.

High-impact interactive innovation since launch

The project represented a commitment to innovation in gamified virtual environments, integrating game dynamics with marketing and branding objectives. The use of Roblox as a platform made it possible to directly reach the target audience and ensure an experience accessible from multiple devices.

During its first week after launch, the environment exceeded 130,000 games, demonstrating a great reception by users. This figure validated the effectiveness of the experience as a tool for engagement and brand positioning.

Thanks to the collaboration with Webedia and its distribution network in Saudi Arabia, the scope of the project was amplified, achieving a high-impact digital activation based on interactivity, personalization, and the narrative of the Almarai universe.