AirAsia debuts “AirAsia World” on Roblox to gamify ASEAN travel
With a new experience on Roblox, AirAsia is rethinking travel engagement for the digital generation
AirAsia is going meta. The airline just launched AirAsia World on Roblox, a gamified experience that lets users explore ASEAN destinations virtually, collect rewards, and interact with the brand in immersive, playful ways.
The initiative is a calculated step beyond aviation, expanding AirAsia’s digital presence through entertainment, tech, and cultural storytelling.
This article explores how AirAsia World blends gaming, cultural engagement, and brand building, and what this move signals for marketers looking to connect with younger audiences across Southeast Asia.
Short on time?
Here’s a table of contents for quick access:
- What is AirAsia World?
- Inside the game: cultural storytelling meets gamified rewards
- Strategic context: part of a bigger IP and content play
- What marketers should know
Patrecia Meliana
What is AirAsia World?
AirAsia World is a newly launched Roblox experience that combines virtual travel with mini-games and cultural content.
The metaverse-style platform has two main pillars: ASEAN exploration and rewarding experiences, offering players the chance to navigate digital cities modeled after Southeast Asian destinations.
Two maps are currently live:
- AirAsia Central, a gaming hub that includes a branded go-kart race track (AirAsia Ride grand prix) and a flight simulator challenge (AirAsia pilot academy)
- ASEAN Island, a more laid-back experience where users can explore cultural landmarks and try digital versions of AirAsia’s Santan meals
By fusing travel inspiration with competition and interactive learning, the game aims to engage users beyond traditional ads or airline loyalty apps.
Inside the game: cultural storytelling meets gamified rewards
This isn’t just a skin-deep branded world. AirAsia is positioning the game as a soft entry point into ASEAN travel culture, introducing the region’s diversity through creative play. The experience is designed with seasonal updates and interactive journal entries, encouraging users to return and engage over time.
While many brands use Roblox for momentary hype or vanity exposure, AirAsia is building an ongoing platform that rewards repeat visits. By integrating signature brand elements like go-karting with AirAsia Ride or "tasting" inflight meals in-game, it aligns product lines with immersive storytelling.
And there’s competition baked in. Leaderboards, coin collection, and mini-game mechanics all reinforce longer play sessions and repeat engagement.’
Patrecia Meliana
Strategic context: part of a bigger IP and content play
This isn’t AirAsia’s first experiment with gamified content. The brand’s IP arm, AirAsia brand co., has previously launched the AirAsia Buds Adventures animated YouTube series and the RedGames Jam, a game dev challenge now entering its third year.
AirAsia World was developed by local studios Objekk and Lumiworks, with funding from the Malaysia Digital Economy Corporation’s (MDEC) IP 360 Metaverse grant. That detail matters. This is as much a creative economy play as it is a branding exercise.
It also speaks to AirAsia’s commitment to ASEAN digital storytelling. While Roblox is the delivery platform, the endgame is creating owned IP that resonates with audiences beyond ticket sales.
Patrecia Meliana
What marketers should know
AirAsia’s move into Roblox offers more than just a case of brand gamification. Here are four key takeaways for marketers:
1. Roblox is growing up as a serious branded storytelling platform
With millions of daily active users and built-in social mechanics, Roblox is a fertile ground for narrative-driven branded experiences. AirAsia’s approach shows how brands can balance education, entertainment, and engagement in a sustained way, not just one-off promotions.
2. Travel marketing is ripe for interactive pre-experiences
Letting audiences “travel” virtually before booking the real thing can shorten the inspiration-to-booking funnel. AirAsia World could become a soft-sell channel that nudges players toward real-life travel with culturally immersive pre-engagement.
3. Local studios and public grants can de-risk experimental IP
By collaborating with Objekk and Lumiworks and leveraging MDEC’s grant, AirAsia tapped into local digital talent and public support. This model is increasingly relevant for brands looking to prototype in XR or metaverse spaces without overspending.
4. It’s not just Gen Z. It’s Gen Alpha too
AirAsia World is a strategic way to onboard younger audiences early into its travel ecosystem. While marketers often focus on Gen Z, Gen Alpha (aged 8-13) is forming brand preferences right now and Roblox is one of their digital playgrounds.
AirAsia World represents a notable shift in how travel brands engage audiences. By using Roblox not just as a platform for fun, but as a space for cultural exploration and repeat engagement, AirAsia is laying the groundwork for a new kind of brand loyalty. One that starts before your passport is even stamped.
Marketers across industries should take note. Branded games are no longer gimmicks. When done right, they can become always-on ecosystems for brand storytelling, audience education, and strategic engagement.
