Coffee manufacturer Lavazza introduces Lavazza Arena in Roblox Metaverse

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Global coffee manufacturer Lavazza announces the launch of the Lavazza Arena inside the virtual gaming world Roblox. 


Lavazza partnered with Milan-based creative agency We Are Social and Metaverse game developer Dubit to create the experience.

The initiative aims to raise climate change awareness among young people. The Turin-based coffee manufacturer plans to use the platform to lead educational talks about the Amazon Forest. Then, in order to create a more interactive experience, the company invites users to play football at its Roblox Arena.

Lavazza focuses on sustainability and environmental problems and aims to involve as many people as possible to bring the world real change. In 2020, the company introduced its “Roadmap to Zero,” an environmental sustainability strategy that aims at carbon footprint neutralization. 

On September 5, which is also known as Amazon Day, Lavazza Arena hosted two well-known Italian football players, Claudio Marchisio and Giorgio Chiellini. The Roblox-based celebrity football tournament was live streamed on several Twitch communities. 

Lavazza is not alone in its choice of the metaverse. Brands and companies keep choosing Roblox as a Metaverse platform for marketing and gamified experiences. Previously, Roblox partnered with Italian luxury fashion brand Gucci. In January 2021, the brand introduced Roblox Gucci Garden, which attracted more than 20 million users in two weeks. 

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Valeria Goncharenko

Valeria is a writer and creator, passionate about Web3, marketing, and fashion. She dedicates her spare time to photography and art direction and has recently minted an NFT collection.

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