The US Open has partnered with other major tennis tournaments to create a lasting presence in the metaverse, using platforms like Roblox and Fortnite to engage fans. This move highlights the potential of gaming and the virtual world to connect intellectual properties and expand their audiences.
At this year’s US Open, the United States Tennis Association (USTA) launched its first dedicated gaming space at the Billie Jean King Tennis Center, offering a variety of tennis-themed video games. During the tournament’s “fan week,” the gaming area attracted over 1,200 visitors daily, demonstrating the growing interest in sports-themed gaming experiences.
The USTA sees gaming as a keyway to engage younger fans, particularly Gen Z, whose relationship with sports is evolving. According to USTA senior director Brian Ryerson, video games provide a more interactive way for fans to engage with tennis, appealing to the younger audience’s desire for hands-on involvement.
US Open Expands Presence in Metaverse with Gaming Partnerships and Virtual Tennis Worlds
So far, the US Open’s gaming ventures have gained significant traction. In the month following the launch of its Fortnite game, it was played over 5 million times, and its Roblox experience, launched last year, has drawn 5.5 million players.
One of the most significant aspects of the US Open’s gaming strategy is its collaboration with other major tennis events like Wimbledon and the Australian Open. These partnerships have allowed the tournaments to create linked experiences in Roblox, where players can move between virtual worlds and earn experience points across all three tournaments.
This cross-tournament approach helps maintain fan engagement throughout the year, even when the physical events aren’t taking place, and encourages traffic to each other’s virtual spaces.
This strategy seems to be resonating with players, as shown by anecdotal evidence like an 8-year-old who started playing the Roblox-based WimbleWorld and soon developed a passion for real-life tennis.
While these stories are not reflected in massive player counts, they suggest that the long-term potential of metaverse engagement is significant. By integrating their brand into these gaming platforms, the US Open and its partners are positioning themselves to be a constant presence in fans’ lives, potentially nurturing a new generation of tennis enthusiasts.
In addition to engaging fans, the US Open’s foray into gaming has opened up new opportunities for brand sponsors like Polo Ralph Lauren and Emirates Airlines, which maintain spaces in the US Open’s Roblox world. Though these virtual spaces are not yet generating direct revenue for sponsors, the USTA is exploring ways to make these experiences more valuable.
Beyond Roblox and Fortnite, the US Open gaming experience also features premium tennis games like “Top Spin 2K25.” As tennis gains cultural relevance through films and TV shows, its presence in gaming continues to grow, helping to expand the sport’s audience through interactive experiences.
