Batu, Indonesia, en.SERU.co.id — Global gaming platform Roblox is getting a fresh makeover as a promotional hub for tourism and the digital creative economy in Malang Raya.
Let’s Play Game Studio is currently building a dedicated virtual universe that faithfully recreates iconic landmarks across the region, essentially creating a digital twin of Malang.
“This isn’t just about remaking a game. We’re building an entirely new digital ecosystem on a platform that already has a massive user base,” explained Anggara Jaya Wardhana of Let’s Play Game Studio.
He added: “We’re creating our own city in Roblox — essentially ‘Malang’ — complete with the area’s actual landmarks. The main goal from the start has been tourism promotion.”
Beyond highlighting Malang Raya’s tourist attractions, the virtual city is designed as an interactive digital showroom for local creative entrepreneurs. It opens up new collaboration opportunities and modern marketing channels for regional products.
Key features include product placement, allowing creative businesses to display and promote their goods virtually within the game. Brands with physical offices in Malang Raya can even get custom virtual replicas of their buildings, complete with full branding.
The platform also supports gamified exhibitions, turning product showcases into engaging, interactive experiences rather than static displays.
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While Roblox is often associated with younger players, the project targets a broader audience — particularly Gen Z and Millennials, who are highly active on the platform.
“This virtual city is meant to be a contemporary exhibition space that fits perfectly with today’s digital lifestyle,” Anggara noted.
The development is being handled by a focused internal team of around four to five core members. The studio is also empowering young talent, especially students and interns from Let’s Play Indonesia’s internship program, giving them hands-on experience in creating digital assets and producing meaningful work.
The initiative represents a creative blend of gaming, tourism promotion, and economic development in one of East Java’s most vibrant regions. (dik/mzm)
