Wesgro, the official tourism, trade, and investment promotion agency for the Western Cape, has launched an innovative Roblox game called Starlight Adventures In The Cape Karoo. This game is designed to attract tweens, teens, and their families to explore the captivating Western Cape during the winter season. By utilizing Roblox as a marketing platform, Wesgro has distinguished itself as the first tourism promotion agency worldwide to adopt such a strategy.
Starlight Adventures In The Cape Karoo is created to boost tourism across the region, highlighting lesser-known yet enticing family destinations. The game features a digital replica of Prince Albert, a quaint town with a population of just 7,000, which has been transformed into an engaging, playable experience. In developing the game, Wesgro collaborated with local tour guides and cultural specialists to ensure authenticity and accuracy. The game covers an area of four square kilometers, making it one of the largest games on Roblox.
Wesgro partnered with popular family roadside pit-stops BP, Shell, and Engen to launch the game during the school holidays. This partnership aims to encourage young road trippers to download and play the game, and also include the actual town in their winter vacation plans. The collaboration seeks to promote regional spread and attract more tourists to the Karoo region.
Jean Scheltema, Wesgro’s Chief Marketing and Innovation Officer, believes that the youth market plays a significant role in driving family holiday decisions. She explained that Starlight Adventures in the Cape Karoo builds upon the earlier successful venture, “Climb Table Mountain in Roblox,” and integrates edtech and gaming to digitize key attractions in the region. The game informs and enthralls young minds, inspiring them to experience the magic of the Karoo at least once in their lives.
The game offers players a chance to compete for unique user-generated content (UGC) items that reflect the local heritage and culture of Prince Albert. Additionally, the history and culture of the Khoisan people, the world’s oldest tribe, are showcased in a gaming first. Inga Terblanche, Chair of Prince Albert Tourism, expressed her excitement about the interactive gaming experience of Roblox’s Starlight Adventures in the Cape Karoo. She believes that the digital Prince Albert experience will heighten young visitors’ enthusiasm for the Karoo’s wholesome lifestyle, intriguing history, abundant outdoor adventures, and pristine nature.
Starlight Adventures In The Cape Karoo is available for play on Roblox. Wesgro believes that the game will inspire players to experience the Western Cape’s charm and rich culture in person. This inventive game presents a unique opportunity to explore the region and discover the enchanting Cape Karoo in a whole new way.
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