Lavazza Enters The Metaverse With Lavazza Arena

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Lavazza believes in involving the new generations using digital, experiential events, and music platforms to stimulate dialogue on cultural and social topics.

Lavazza has officially entered the metaverse by launching a football video game designed to raise awareness among youngsters about one of the most urgent environmental issues, deforestation. Lavazza Arena enables the community to have fun and, at the same time, understand the extent of the phenomenon that Amazon Forest loses over a million trees, equivalent to the area of a football pitch every 20 seconds.

Lavazza plans communication activities to create an emotional, value-inspired bond with consumers, going beyond the brand to engage and stimulate thought, as in this case, with a young Gen Z audience. The company firmly believes in involving the new generations using digital, experiential events, and music platforms to stimulate dialogue on cultural and social topics relevant to the community.

Lavazza Foundation’s many projects inspired this game. The project deals with Cesvi to support native communities in the reforestation of the Peruvian Amazon in Tambopata province in the Madre de Dios region.

Lavazza Arena is a virtual world to discover and explore, utterly different from ordinary football pitches. Players enter and find themselves on a thoroughly ‘clean’ field. Once there, they can start participating in the various areas in the Arena: the more matches they play, the more the game map fills up again with green spaces, nature, and trees. Players can compete on the field or have fun in the Practice Area, where various practice drills will put their skills to the test. Alternatively, they can spend time in the Lavazza Cafè or the Learning Area, where they can learn about deforestation issues. Amazon-specific skins and power-ups are also available to personalize your avatar.

Lavazza Arena is available on Roblox, the online platform that recently reached 50 million daily users. Also involved in the launch, in addition to footballers Claudio Marchisio and Giorgio Chiellini, were the game’s creators Marcy7, ilGattoSulTubo, Queen_Giorgia, and OwengeJuiceTV, who will explore the Lavazza Arena and organize a full-fledged tournament with their community during a live Twitch stream. And throughout the week, Slends and Rupthy will use Tik Tok to share their experiences in this new Roblox world created by Lavazza.

The initiative grew out of an idea by We Are Social, which provided strategy, creativity, and production. Dubit developed the game.