Starbucks offers free coffee on Roblox platform as Dubit opens doors to virtual stores in role playing games

Dubit has opened Starbucks’ first four virtual stores in some of the most popular Roblox role playing games.

These are available to Roblox fans from 13 markets across Asia Pacific.

The virtual stores are inspired by physical locations and set across virtual cities on Roblox like Bilberry City, Theme Park HeideLand, Seaboard City, and NewSmith. People can order a beverage from green apron partners, chat with fellow users, and embark on a treasure hunt.

They will journey through a map to search for ten coffee inspired collectible items, unlocking exclusive in-game rewards along the way. In-game achievements can be redeemed for real-world rewards at select Starbucks stores across eight markets, including Cambodia, Laos, Hong Kong & Macau, Indonesia, Malaysia, New Zealand, Singapore and Thailand.

“Come visit and enjoy a virtual coffee in our virtual third place. There are 35,000 UGC items up for grabs, and even more real-world prizes courtesy of Starbucks from free customisations to free coffees,” says Matthew Warneford, CEO at Dubit, which has created Gamer Rewards, pitched as the first loyalty programme for Roblox that lets players earn in-game rewards and redeem them off-platform, and also Gamer Retail to power immersive in-game retail experiences for brands.

Warneford adds: “I’m hugely excited. This year we’ve seen meaningful real-world outcomes from Roblox. Last month, we drove 15,000 people into real-world stores here in the UK.”

“Earlier this year, we delivered a 22% increase in sales velocity for one of America’s most popular lunchtime snacks. Roblox drives real-world results, and will for Starbucks too.”

“The campaign is geo-locked to APAC regions. Thanks Starbucks! And a big thank you to our amazing game partners: Seaboard City, Bilberry City, New Smith, and Theme Park HeideLand.”

Samuel Fung, Vice President/Head, Product & Marketing at Starbucks Coffee Asia Pacific, says: “Home to users who seek immersive and meaningful experiences, Roblox is a unique platform for us to engage customers in innovative ways.”

“By bringing the Starbucks experience into the metaverse, customers can connect over their shared love of coffee while unlocking exclusive real-world and digital rewards, uplifting their everyday both online and offline.”

“We’re extending our mission to uplift the everyday in the digital realm and immersive spaces, deepening connections with our customers wherever they are – in stores, at home, and now, in the digital world.”

2024 RTIH INNOVATION AWARDS

Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.