Agency News



This year saw VCCP Group as the first advertising network in the world to open its virtual office doors in Roblox, including a section of the virtual space dedicated to the Prague office.

VCCP X Roblox is a reimagining of VCCP’s headquarters in London Victoria, Greencoat House; spearheaded by the Innovation team at VCCP to educate colleagues across their eight global offices about the opportunities within gaming, in a new, fun way. It also encourages them to experiment and build prototype ideas for the agencies’ brands. 

Roblox is a global gaming social platform where millions of people gather together every day to imagine, create, and share experiences with each other. In 2021 Roblox grew their community to nearly 50 million daily active users across 180 countries from 32.6 million in the previous year before, spending a total of 9.7 billion hours on the platform. As a platform, it has grown rapidly in the last several years with big brands such as Nike, Chipotle, Vans, The BBC, and Netflix all creating their worlds in the game.

Alex Dalman, Business Director - Innovation at VCCP London, said'Gaming can be such an invisible world to non-gamers out there, especially for non-gamer marketeers, so we really wanted to show the possibilities within creative games like Roblox for VCCP employees and our clients, and also have a bit of fun too whilst we are at it.

The only way to appreciate the scale of what can be achieved for brands is to try it out for yourself - go have a play now!”

The building features five floors and includes mini-games as well as Easter egg collectibles and fun homages to some of VCCP’s clients from across its global network and key features including a Compare The Market, Meerkat enclosure and O2’s friendly blue robot, Bubl. There are NPCs (non-playable characters) inside including VCCP Founders Charles Vallance and Adrian Coleman alongside well-known and loved office staff from VCCP London.

 VCCP X Roblox was collaboratively produced through VCCP’s global content studio, Girl&Bear and Pro Roblox Builder, TrustMeImRussian.

Michael Sugden, CEO of VCCP Partnership, noted: “VCCP X Roblox is a fantastical version of our VCCP’s offices in London where no laws of gravity exist and our chance to work creatively isn’t disrupted by work from home constraints. We created a really accessible learning environment for our global network of staff to play in, get to know this amazing platform, and understand just how powerful it can be for our clients. Having an office in Roblox means we can meet, socialise, work in an exciting environment and even pitch.”

Jan Louda, Digital Production Director of VCCP CX Prague, commented: "The pandemic has accellerated the trend of spending leisure time not only by playing games, but by communication and social interaction with other users within gaming platforms. From a marketing perpective, it's a space where we can reach an audience which is hard to reach in other channels. Companies and brands have caught up with the trend, alongside politicians or artists. In the Prague office we plan to be a partner to our local clients in navigating this environment"