Webby Awards 2025 ‘People’s Voice Winner (Advertising, Media & PR Game or Application)’
BACKGROUND: CASTING A SPELL ON A NEW GENERATION
After 20 years, Wicked was finally making its big-screen debut. Fans of the iconic musical were already enchanted—the songs, the defiance, the powerhouse performances of Ariana Grande and Cynthia Erivo. But there was a challenge: how to connect with Gen Z and Gen Alpha who didn’t know Elphaba from Adam?
NBCUniversal needed to make Wicked personal and relevant for a new generation, turning a cultural epic into a story that these audiences could see themselves in.
THE IDEA: A MAGICAL ROBLOX ADVENTURE
The solution? Wicked RP—an immersive Roblox experience where fans could step into the Land of Oz, express their individuality, and even buy tickets to the movie via Fandango.
The game brought the themes of Wicked to life by empowering players to:
- Express Their Identity: Players customized names, pronouns, bios, and origins while accessing free avatar items recreated from the film’s costumes. Whether they wanted to roleplay as Elphaba, Glinda, or invent a new character entirely, Wicked RP let their imagination soar.
- Embrace Friendship and Collaboration: Wicked RP emphasized the power of teamwork with a Best Friends meter, allowing players to create bonds with friends, level up together, and become powerful enough to defy gravity together.
- Explore the World of Oz: Using behind-the-scenes footage and LiDAR scans, the team meticulously recreated Shiz University and Munchkinland. Players flew around campus on Elphaba’s broom or in Glinda’s bubble while attending classes, dancing at the Ozdust Ballroom and building relationships with iconic characters such as Madame Morrible and Dr. Dillamond.
To keep the magic alive, the experience evolved with new locations like Munchkinland, a Wicked RP fashion game, and the first-ever 24-hour New Year’s Eve party in Roblox history. Fans worldwide rang in 2025, celebrating in their time zones with fireworks and an interactive map.
THE IMPACT: DEFYING EXPECTATIONS
Wicked RP wasn’t just a game; it became a cultural moment:
- Massive Engagement: Over 5.4 million players and 10.6+ million visits, making Wicked RP the third-highest standalone theatrical experience on Roblox.
- Viral Buzz: The “Popular” animation pack and “Secret Handshake” emote generated 18 million organic TikTok views and brought in $226,000 USD, reinvesting into the experience.
- Box Office Success: By the time Wicked hit theaters, the groundwork paid off, smashing box office records and expanding the franchise’s reach to a new generation.
- E-commerce Innovation: Players could purchase movie tickets directly in-game, seamlessly blending storytelling with commerce.
#3 MOST POPULAR THEATRICAL ROBLOX GAME
93% USER RATING
“POPULAR” ANIMATION PACK – THE MOST POPULAR ITEM PURCHASED ON THE PLATFORM
By seeing themselves in the world of Wicked, Gen Alpha and Gen Z became part of the story, making the film relevant, personal, and magical. Because everyone deserves a chance to fly.
COMPANY: Sawhorse
