Coffee and conservation with Lavazza and Roblox

The metaverse continues to attract brands looking for a new way to engage with audiences, and Lavazza is the latest to step into the space. The coffee giant has launched the perfect blend for young users: its own virtual game on Roblox which is fun and addictive, while also raising awareness of deforestation.

Launched through the Lavazza Foundation in Peru, the Lavazza Arena enables Roblox users to have fun while also understanding the devastating extent of deforestation: each day, the Amazon Forest is losing over one million trees, equivalent to the area of a football pitch every 20 seconds. This was the inspiration behind the game, and here users can explore the forest environment and find soccer pitches to connect with others and compete on. The more matches they play, the more the game map fills with green spaces and trees. Players will be able to practice their ball skills in a practice area, too. While at the Lavazza Café or in the Learning Area, they can hear more about the issues concerning deforestation.

Bolstering promotion for the launch on 5 September – also known as Amazon Day – Lavazza Arena hosted two well-known Italian football players, Claudio Marchisio and Giorgio Chiellini, organising a Roblox-based celebrity football tournament which was live streamed on several Twitch communities.

While only recently launched, the Lavazza Arena has so far amassed over 80 thousand visits, demonstrating the success brands can have within the metaverse and how they may soon be a part of the daily grind.