Last year saw VCCP London launch The O2 in Fortnite Creative during the pandemic for music fans. This year VCCP Group is the first advertising network in the world to open its virtual office doors in Roblox.

Roblox is a global gaming social platform where millions of people gather together every day to imagine, create, and share experiences with each other. In 2021 Roblox grew their community to nearly 50 million daily active users across 180 countries from 32.6 million in the previous year before, spending a total of 9.7 billion hours on the platform. As a platform, it has grown rapidly in the last several years with big brands such as Nike, Chipotle, Vans, The BBC, and Netflix all creating their worlds in the game.

VCCP X Roblox is a reimagining of VCCP’s headquarters in London Victoria, Greencoat House; spearheaded by the Innovation team at VCCP to educate colleagues across their eight global offices about the opportunities within gaming, in a new, fun way. It also encourages them to experiment and build prototype ideas for the agencies’ brands.

Alex Dalman, Business Director – Innovation at VCCP London, said: ‘Gaming can be such an invisible world to non-gamers out there, especially for non-gamer marketeers, so we really wanted to show the possibilities within creative games like Roblox for VCCP employees and our clients, and also have a bit of fun too whilst we are at it. The only way to appreciate the scale of what can be achieved for brands is to try it out for yourself – go have a play now!”

The building features five floors and includes mini-games as well as Easter egg collectibles and fun homages to some of VCCP’s clients from across its global network and key features including a Compare The Market, Meerkat enclosure and O2’s friendly blue robot, Bubl. There are NPCs (non-playable characters) inside including VCCP Founders Charles Vallance and Adrian Coleman alongside well-known and loved office staff from VCCP London.