Royal Commission for AlUla / Saudi Arabia / 2024Digital & Tech
Quest for Hope.
The Royal Commission for AlUla put the endangered Arabian leopard into Roblox and Decentraland, with a game in which players track leopards across recreated AlUla landscapes.
- Brand
- Royal Commission for AlUla
- Agency
- frog (Capgemini Invent)
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
RCU wanted its conservation work, including its Arabian leopard breeding programme, to reach a global and younger audience.
The idea
frog built a play-to-learn experience where players meet 18 leopards, each a digital twin of a real animal, and explore AlUla landmarks such as Hegra. Mini-games, photo missions that unlock new adventures and collectible leopards keep players moving, and the game launched in February 2024 on Roblox and Decentraland as part of AlUla's metaverse presence.
Results
- By frog's figures, press coverage of the game drew 19.1 million views.
- frog's case page also reports 20.9K social views.
Case study source: frog Source ↗
Awards
- Athar Festival Awards 2025Best Environmental CampaignSilver
Credits
- Creative agency
- frog (Capgemini Invent)
