Froot Loops World

Froot Loops World on Roblox is an award winning piece of digital creative conceptualised by UK agency SuperAwesome with Leo Burnett for their client Kelloggs. The project won four ‘Gold Effies’ and was voted the Most Effective Brand of the Year at the Effie Awards. Froot Loops World is only playable within the Roblox app.

After the project’s initial launch and release of its first two ‘biomes’; red and yellow, Playerthree was brought onto the project to design, create and build the remaining four biomes; purple, green, orange and blue. Whilst restructuring and improving the technical delivery of the game experience.

Playerthree works closely with SuperAwesome to develop Froot Loops World to improve player retention, gameplay and continue to expand the world, its games and virtual goods to make the game as enjoyable and rewarding as possible.

Initially each ‘biome’ contains ten ‘obbies’ (obstacle course) for users to explore and find missing pieces of the giant front loops and rainbow loops, allowing them to progress through the story and earn powers and virtual clothing and accessories for their Roblox character.

The subsequent biomes that Playerthree have produced have a wider variety of gameplay mechanics and biome design, taking your through the purple snowy mountains of Mount Looperest, the green Froot Loop canyons. Access to these and the the forthcoming releases of the caves and mines of the orange Froot Loops and finally the tropical islands and volcanoes of the blue Froot Loops required that we completely restructure how the game is built and optimised to improve performance and stability of the experience and to make it simpler for users to access any biome quickly via a central portal hub.

To date the experience has had over 8.3 Million visits with its user retention continuing to grow as the experience is expanded.