The second installment of Q Life’s ground-breaking campaign to showcase Qatar in the metaverse achieved an impressive 15.9 million visits across two new immersive Roblox experiences — Qatar Adventure and Souq Waqif.

The eight-week campaign, which ran from  November 28, 2024, to February 28, 2025, attracted users from all corners of the globe, firmly establishing the experience as one of the most successful nation-branding campaigns ever in the metaverse.

The second edition of Qatar Adventure built on and surpassed the success of the first, achieving a 76% increase in total visits and drawing 12.9 million visits from 10.7 million unique users, who collectively spent over two million hours inside the experience — an unprecedented figure in the world of brand marketing.

Users explored iconic Qatari landmarks, including the Lusail International Circuit, Meryal Waterpark, and Katara Towers, with Hamad International Airport standing out as the most visited location.

More than 3.8 million minigames were completed by players across the locations, from scoring penalty kicks at Lusail Stadium to a Luggage Rush Simulator at HIA, while 7.7 million interactions with in-game characters reflected the high level of player immersion and roleplay.

In parallel, Q Life’s Souq Waqif UGC store — the first permanent Middle Eastern storefront on Roblox that remains available to users — attracted over three million visits.

At Souq Waqif, users downloaded over 3.5 million traditional Arabic garments and enjoyed 5.2 million servings of Qatar’s national dish, Machboos.

A sentiment survey conducted in-game revealed the campaign’s powerful impact on perceptions. An overwhelming 92.7% of respondents said they would consider visiting Qatar in the next 12 months, while 80.1% would recommend it to friends.

The second phase of Qatar Adventure was a partnership between Q Life, a cultural platform under Qatar’s International Media Office (IMO), and developer Century Games.

The initiative's success highlights Qatar’s growing leadership in the digital cultural space. Through innovative use of immersive technology, Q Life has once again showcased the country’s diverse offerings — from its warm hospitality and culinary heritage to its world-class infrastructure and family-friendly attractions — building new bridges of understanding between Qatar and the world.

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