The goal of Wicked RP was to transform a beloved cultural epic into a living, breathing world that Gen Z and Gen Alpha could see themselves in. With the challenge of introducing a 20-year-old musical to a new generation, we set out to create an immersive, personal, and interactive experience that redefined engagement.
Wicked RP empowered players to express their individuality, fostering deep connections through customizable avatars, interactive roleplay, and friendship-driven progression. By meticulously recreating iconic locations like Shiz University and Munchkinland using LiDAR scans and behind-the-scenes footage, we transported fans directly into the Land of Oz. The experience extended beyond entertainment, merging storytelling with commerce by enabling direct ticket purchases via Fandango.
Our strategy focused on longevity and cultural integration. Expanding with new in-game events—such as the first-ever 24-hour New Year’s Eve party in Roblox—kept engagement high while social features like the Best Friends meter reinforced the film’s themes of friendship and defying expectations.
With over 10.6 million visits, viral social buzz, and a seamless e-commerce pipeline that contributed to box office success, Wicked RP proved that immersive experiences aren’t just about play—they’re about making stories personal. By giving Gen Alpha and Gen Z a chance to live, explore, and belong in Oz, we didn’t just market Wicked—we made it theirs.
To bring Wicked RP to life, we began by embracing the core essence of Wicked—identity, friendship, and defiance—and translated it into an immersive, dynamic experience that would resonate with a younger, tech-savvy audience. Our plan focused on three key pillars: personalization, exploration, and collaboration, each designed to keep players connected to the story while allowing them to make the world their own.
Planning and Execution: Our first step was researching the unique ways Gen Z and Gen Alpha engage with media. These generations crave interactivity, customization, and content that aligns with their values. Understanding this, we crafted an experience where players could become active participants, not just passive observers.
Personalization: To allow players to connect with the world of Wicked, we designed a highly customizable avatar system. Players could choose their pronouns, customize names, and select bios, ensuring everyone felt represented. We included items from the film’s costumes—free avatar items for players to embody iconic characters like Elphaba or Glinda, or even invent entirely new personas. This level of self-expression made the game deeply personal and enabled players to craft a story that was theirs to tell.
Exploration: To create an authentic Wicked experience, we used cutting-edge technology like LiDAR scans and behind-the-scenes footage from the film. We meticulously recreated Shiz University, Munchkinland, and key locations, ensuring that fans could explore the world with the same attention to detail seen in the movie. Players flew around on Elphaba’s broom or Glinda’s bubble, attending classes, dancing at the Ozdust Ballroom, and interacting with beloved characters like Madame Morrible and Dr. Dillamond.
Collaboration: Understanding the importance of social connection in modern gaming, we incorporated a Best Friends meter, enabling players to form bonds, level up together, and access exclusive rewards. This feature helped foster a sense of community, with players collaborating to "defy gravity" and tackle challenges together.
Challenges and Solutions: A significant challenge was designing an experience that could blend storytelling with gameplay while ensuring it was accessible and engaging for a wide audience. We needed to ensure that fans who knew Wicked from the stage and film could experience the magic, while also attracting younger players unfamiliar with the musical.
E-commerce Integration: Seamlessly incorporating movie ticket purchases was another challenge. We wanted to ensure that the game could generate revenue without disrupting the experience. By integrating Fandango into the game, players could purchase tickets directly within the experience, creating a frictionless journey from play to cinema. This innovation allowed us to monetize the experience in a natural, non-intrusive way, increasing engagement and box office revenue.
Sustaining Engagement: Keeping the experience fresh and exciting for players was essential. We added new features over time, including additional locations like Munchkinland and a Wicked RP fashion game. Most notably, the 24-hour New Year’s Eve event, which was a first in Roblox history, helped sustain interest. The interactive map and fireworks created a unique moment where fans worldwide could share in the celebration.
Our efforts in creating Wicked RP were a resounding success, meeting our team's objectives of engaging Gen Z and Gen Alpha, creating a personalized experience, and driving both cultural and commercial impact.
Firstly, we succeeded in engaging a younger audience that might have otherwise been unfamiliar with Wicked. With over 10.6 million visits and 5.4 million unique players, the game reached a broad, digitally-native audience, establishing a new connection with the iconic musical. The customizable avatars, immersive world, and the ability to roleplay within the story helped players see themselves as part of the Wicked universe.
The personalization aspect was key, allowing players to express their identities and immerse themselves fully in the world of Oz. This, coupled with the collaboration-focused gameplay (Best Friends meter), reinforced Wicked’s themes of friendship and empowerment, enhancing player retention and social interaction.
In terms of commercial success, the integration of Fandango for in-game movie ticket purchases not only drove real-world ticket sales but also represented an innovative approach to blending entertainment with e-commerce. The viral success of in-game content, such as the "Secret Handshake" emote, generated significant organic buzz, translating into $226,000 in revenue, which was reinvested into the experience.
Finally, our objectives for cultural impact were met through the game’s viral nature and its connection to the theatrical box office success. The movie’s record-breaking opening weekend saw 31% of young female moviegoers who had interacted with Wicked RP, directly linking the experience to its widespread cultural relevance.
