Got2be and Jung von Matt Nerd launch Roblox games for Pride month

Hair brand Got2be and Jung von Matt Nerd have created a campaign centred on Roblox games to celebrate Pride month.

 

“CSD obby by Got2be” features two games based on the history of the LGBTQ+ movement to target Gen Z and Gen Alpha.

 

One game features Christopher Street in New York, the site of the Stonewall Inn that sparked the Stonewall Riots of 1969, which launched the modern LGBTQ+ movement.

 

Players must overcome challenges and barriers, symbolising discrimination and repression, while the game features historical references, key events and important figures.

 

A second game features an obstacle course inspired by the rainbow flag, with each level representing a rainbow flag colour and its meaning, such as orange for healing and red for life.

 

 

Jung von Matt Nerd developed the game design and comms, while Alfr3d, the agency’s tech division, supported strategy, mechanics and user generated content creators.

 

Gesa Geissel, corporate director international marketing at Henkel, the owner of Got2b, said: “The LGBTQIA+ community is currently still very underrepresented in the gaming world. Through our contribution, we hope to be able to deeply connect with Gen Z and Alpha, raise awareness and support diversity – in a playful but respectful way.”

 

“CSD obby by Got2be” is released globally today (5 June) and will be available throughout June.

 

Thanh Dao, managing director and partner at Jung von Matt Nerd, said: “Pride and the Christopher Street Day Parades have become household names in today’s culture, but a lot of young people, especially outside the LGBTQIA+ community don’t know the origin and that Christopher Street is an actual street in New York. Advocating towards more equality and inclusion, we wanted to honour the history of the marches and their place of origin. And the best way to educate people is to entertain them.”

 

Last year Jung von Matt launched a London branch of its gaming and fandom agency Nerd.