The All England Lawn Tennis Club has introduced a virtual ‘Race to Wimbledon‘ on Fortnite Creative in collaboration with American Express, providing fans with an opportunity to get involved with the Wimbledon championships.
Developed by strategic and consultancy firm Doppelgänger and built by its sister company, The Gang, Race to Wimbledon is aiming to become one of the first sports brand experiences on Fortnite Creative to use the new Unreal Editor game engine.
The engine includes an added functionality that enables brands to import custom assets into the game, enhancing the Wimbledon experience by creating a more realistic representation of the famous sports event.
Chris Clements, digital products lead at the All England Club said, “With changes in the way people consume content and interact with sports events, it is important that we find new ways to reach them and convey what makes Wimbledon so special. We believe the Race to Wimbledon will help us achieve this ambition.”
Race through Wimbledon
In groups of six, players will embark on a journey through the Wimbledon suburbs using their running, driving, parkour, and flying skills. Along the way, they will encounter iconic landmarks such as Andy Murray’s golden letterbox and encounter obstacles like giant strawberries and tennis rackets. Their ultimate goal is to reach Centre Court at Wimbledon in the shortest time possible.
“We’re thrilled to be part of Race to Wimbledon to help bring fans an exciting new way to immerse themselves in the Wimbledon experience and get more from the tennis they love,” said Aaron Burke, VP global brands and sponsorships at American Express.
In addition, American Express is offering the chance to win VIP tickets, flights and accommodation for the Men’s Singles Final in 2024. To participate in the competition, players must beat Andy Murray’s score and share their high scores on social media for a chance to enter a randomly selected prize draw.
With Wimbledon kicking off next week, fans can play the ‘Race to Wimbledon’ in-game stations located within the Fan Experience and can find more details from the official website.
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
