More than half of Gen Z expects to discover a brand for the first time in an immersive space,” Edelman says. “If you are an intellectual property owner and you want to connect to the younger generations – people really under 25 and particularly under 18 – that’s where they socialise, that’s where they learn.

Roblox is the largest immersive gaming platform on the planet and businesses like Mattel, the NFL, Dave & Buster’s and Cirque du Soleil have all planted a flag there, as have fashion labels Vans, Ralph Lauren, Nike, Tommy Hilfiger, Givenchy and Gucci. The game has the blessing of writer-composer Lin-Manuel Miranda, whose blockbuster musical charts the rise and fall of statesman Alexander Hamilton and stresses his orphan, immigrant roots as well as his near-Greek tragedy of a fall. “The intent here was to create a fun experience for this community and by doing so, introduce them to Hamilton if they don’t already know it, or to honour and inspire the passion that they have if they’re already fans,” says Edelman. Appropriately, the music-filled game requires no real money from players. It starts at the New York docks and the goal is to free the city from British yoke. In the Hamilton Simulator, players use their own avatars as they rub shoulders with the musical's characters and negotiate through 10 levels set during the Revolutionary War.

What a perfect match,' Matt Edelman, president and chief commercial officer for Super League – which designed and built the online experience – tells The Associated Press ahead of Thursday's (Aug 10) official launch. Roblox has 66 million daily active users from all around the world. The landmark Broadway musical Hamilton has landed on Roblox, turning the innovative stage show into an immersive online environment for a new generation.

Famous roblox players