𝗠𝗲𝘁𝗮𝗠𝗶𝗻𝗱𝗶𝗻𝗴 𝗟𝗮𝘂𝗻𝗰𝗵𝗲𝘀 𝗛𝗞’𝘀 𝗙𝗶𝗿𝘀𝘁 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝗲𝗱 𝗥𝗼𝗯𝗹𝗼𝘅 𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗚𝗮𝗺𝗲 𝘄𝗶𝘁𝗵 𝗦𝗼𝗰𝗰𝗲𝗿 𝗙𝗲𝘃𝗲𝗿 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻

FOR IMMEDIATE RELEASE

𝗠𝗲𝘁𝗮𝗠𝗶𝗻𝗱𝗶𝗻𝗴 𝗟𝗮𝘂𝗻𝗰𝗵𝗲𝘀 𝗛𝗞’𝘀 𝗙𝗶𝗿𝘀𝘁 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝗲𝗱 𝗥𝗼𝗯𝗹𝗼𝘅 𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗚𝗮𝗺𝗲 𝘄𝗶𝘁𝗵 𝗦𝗼𝗰𝗰𝗲𝗿 𝗙𝗲𝘃𝗲𝗿 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻

HONG KONG 17 July 2026 — For Gen Z, gaming is the primary social square and cultural epicenter. Recognizing this, 𝗠𝗲𝘁𝗮𝗠𝗶𝗻𝗱𝗶𝗻𝗴 𝗟𝗮𝗯 (𝗠𝗠𝗟) has partnered with 𝗠𝗧𝗥* 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴’𝙨 𝙎𝙤𝙘𝙘𝙚𝙧 𝙁𝙚𝙫𝙚𝙧 campaign* to launch Hong Kong’s very first sponsored Roblox football game.

Timed to the peak of the global soccer season, the newly debuted 𝘾𝙤𝙧𝙣𝙚𝙧 𝙆𝙞𝙘𝙠 𝘾𝙝𝙖𝙡𝙡𝙚𝙣𝙜𝙚 minigame bridges virtual gaming worlds and real-world transit networks, redefining how brands become playable to capture Gen Z's attention.

Winning the Gen Z Attention Economy

Gaming platforms like Roblox are where Gen Z hangs out, expresses identity, and discovers brands. As a pioneer in this space, MML specializes in converting virtual gameplay into commercial opportunities:

• Playable Brands: Players actively engage with brands while playing games.
• Massive Scale: Leveraging MML’s gaming ecosystem (16M+ MAU), brands tap into a massive, highly engaged global and local Gen Z community.
• Cultural Relevance: Launching during a major global soccer event taps into real-time hype.

Precision Targeting: A Seamless "Phygital" Online-to-Offline (O2O) Journey

• In the Virtual World: MML’s AI-powered game platform brings high-impact, virtual brand placements to life inside Roblox.
• In the Physical World: MTR* advertising extends these digital moments into Hong Kong’s bustling MTR* stations, using its newly launched audience segments to target Gen Z commuters precisely when and where they travel.

The result is a continuous brand experience transitioning effortlessly from physical journey to digital downtime.

The Future of Play and Promotion

This milestone collaboration represents a bold step forward for Hong Kong’s advertising landscape. By merging the interactive power of gaming with the visual dominance and precise demographic targeting of out-of-home (OOH) media, this collaboration proves that the most memorable brand experiences are those that play by Gen Z’s rules. This is just the beginning of a new era of play, connection, and immersive brand storytelling.

Media & Business Enquiries: media@metamindinglab.com

* 𝗠𝗧𝗥 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 refers to the exclusive advertising business managed by 𝗝𝗖𝗗𝗲𝗰𝗮𝘂𝘅 𝗧𝗿𝗮𝗻𝘀𝗽𝗼𝗿𝘁 𝗛𝗞, which includes the Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line, and the Airport Express Line.

#MetaMindingLab#DigitalMarketing#GameMarketing#GenZMarketing#ImmersiveMarketing#BrandActivation

July 29, 2026