AirAsia brings ASEAN to Roblox with the launch of AirAsia World

AirAsia is expanding its footprint in the digital realm with the official debut of AirAsia World on Roblox, creating a new playground for fans to explore the rich cultures of ASEAN through gaming.

The initiative marks another step in the airline’s ambition to merge travel, technology, and entertainment in ways that go beyond traditional aviation experiences. AirAsia World is built around two central pillars, which are ASEAN exploration and rewarding experiences, delivering both immersive gameplay and cultural discovery.

The platform invites players to step into a vibrant metaverse filled with destinations inspired by ASEAN cities, offering an accessible way to "travel" virtually before experiencing it in real life. Gamers can interact with culturally inspired environments, take on gamified challenges, and collect in-game rewards through seasonal updates and creative tasks, AirAsia said in a statement.

Don't miss: Roblox swipes right on Tinder's Papri Dev as APAC communications head

Under the ASEAN exploration pillar, users can navigate colourful, detail-rich maps that showcase the diversity of the region. Meanwhile, rewarding experiences adds a competitive twist, with mini-games, journal entries, and special incentives designed to keep players engaged. This combination of cultural storytelling and interactivity positions AirAsia World as a gamified entry point into ASEAN travel culture, beyond a branded experience.

The game currently offers two signature maps. AirAsia central acts as the hub for mini-games and user-generated content. Here, players can test their speed on the AirAsia Ride grand prix go-kart track, a unique course designed for fast-paced competition, or take to the skies at the AirAsia pilot academy, where they must dodge obstacles and collect coins to climb the leaderboards.

The second map, ASEAN island, offers a more leisurely pace, letting players explore virtual representations of different parts of the region, complete with the option to "taste" AirAsia’s signature Santan meals within the game.

This expansion into Roblox is part of a broader push by AirAsia’s intellectual property arm, AirAsia brand co., to explore new entertainment and engagement formats. The team has previously launched the AirAsia Buds Adventures animated YouTube series and is now in its third year running RedGames Jam, a game development challenge that supports emerging creators.

AirAsia World was developed in collaboration with Malaysian studios Objekk and Lumiworks and funded through the Malaysia Digital Economy Corporation’s (MDEC) IP 360 Metaverse grant, which supports local talent in digital content and creative technology.

Roblox, a platform with millions of daily active users worldwide, provides a fitting stage for AirAsia’s latest move. With experiences ranging from racing to role-playing, it offers a ready-made community for brands looking to experiment with interactive storytelling. Gamers can join the adventure now by searching “AirAsia World” on Roblox, where they can explore, play, and even get a taste (virtual or otherwise) of what AirAsia and the ASEAN region have to offer.

This month, beauty brand Essence also doubled down on immersive gaming to connect with Gen Z and Gen Alpha where they play. The beauty brand expanded its "Kingdom of essentia" experience on Roblox with a new summer island, its first monetised emote, and an on-ground showcase at Gamescom Germany.

Last year, IKEA also jumped on the Roblox bandwagon to launch a virtual store. The collaboration, titled "Careers done different" aimed to attract a new generation of co-workers. The virtual store opens on 24 June and is designed to introduce users to the roles and career progression routes available at IKEA through a series of games inspired by real-life jobs at the Swedish retailer.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:
Roblox opens the IP floodgates for creators and brands
essence levels up its glam game with new Roblox experience
WPP taps into Gen Z segment with Roblox partnership