Qatar’s immersive metaverse campaign, developed by Q Life, has achieved remarkable success, attracting over 15.9 million visitors in just eight weeks from November 2024 to February 2025. This experiential campaign, which showcased Qatar’s landmarks and culture on the Roblox platform, is considered one of the most successful nation-branding efforts in the metaverse.
The campaign included two key immersive experiences: Qatar Adventures and Souq Waqif. The first featured virtual reconstructions of iconic Qatari landmarks, such as Lusail International Circuit, Lusail Stadium, and Hamad International Airport, and mini-games like pearl diving and a scavenger hunt for the traditional coffee pot, dallah. The campaign’s first installment attracted 12.9 million visits from 10.7 million unique users, marking a 76% increase in the second edition’s performance. Visitors spent over 2 million hours in the game, completing more than 3.8 million mini-game sessions.
The addition of Souq Waqif, a virtual market on Roblox, saw more than 3 million visits. It became the first permanent Middle Eastern storefront on the platform, with over 3.5 million downloads of traditional Arabic garments and 5.2 million servings of Qatar’s national dish, Machboos. The Souq Waqif experience remains available for users to explore.
Q Life highlighted that over 92.7% of respondents to an in-game survey expressed interest in visiting Qatar within the next 12 months. The campaign has been praised for its powerful impact on perceptions, with the goal of reimagining cultural exchange and building bridges of understanding between Qatar and the world. The success of the initiative reinforces Qatar’s growing leadership in the digital cultural space.
