Work
Seven builds, each with what was asked for, what we made and what happened, with a source you can open. Every entry here has a link that names us or the work, and a fact a reader can check without taking our word for it.
by Vegas City, building immersive experiences since 2018
Australian Open
The first Grand Slam in a virtual world, with live match data driving the digital collectibles.
The brief. Tennis Australia wanted a metaverse presence for the 2022 tournament that felt like Melbourne Park rather than a branded room, and that carried real match data rather than decorative screens.
What we built. A recreation of the tournament precinct including Rod Laver Arena and Grand Slam Park, with more than 300 cameras of live match footage and an archive going back to the 1970s. The AO Art Ball collection put a court plot on each of 6,776 tokens, and updated its metadata live from the electronic line-calling system, so a token could change value as a match was decided on court. Tennis Australia leased the land from us and we built the experience.
The outcome. More than 170,000 unique visitors over the fortnight, against an internal target reported as 50,000. The 6,776 Art Balls sold out in 33 minutes at A$310 each.
The team from Vegas City, who have worked tirelessly on the build.
Ridley Plummer, Tennis Australia, on the AO build
Degree Metathon
A marathon in the metaverse, designed so that a wheelchair user could finish it.
The brief. Unilever's Degree, through AMV BBDO, wanted an activation about movement and inclusion rather than a walkthrough, aimed at an audience that mostly does not own a headset.
What we built. 26.2 miles of course laid across the Sports Quarter, more than 800 parcels in total, with ramps and accessible routes rather than barriers. Together with the agency we created an avatar library with prosthetics, running blades, wheelchairs and plus-size bodies — the first of its kind in that world. Fat Joe and Paralympian Blake Leeper fronted it.
The outcome. Gold for Best Use of Virtual or Augmented Reality at the European Digital Impact Awards, and what the agency described as the highest engagement in Decentraland's history to that point.
A more inclusive avatar library, created in partnership with Vegas City Limited.
AMV BBDO, case study
LaLiga
A permanent, licensed football destination for one of Europe's biggest leagues.
The brief. LaLiga, working with StadioPlus, wanted a presence that would still be there after the launch week, built around the league's own identity rather than a one-off event.
What we built. LaLigaLand: a stadium, welcome zone, museum, shop with a season pass, a social hub with VIP and press areas, and a fan zone. A strategic licensing agreement was signed in September 2022 and the destination opened in Madrid that November. Ours was the development work and the ground it sits on.
The outcome. A live, permanent destination rather than a campaign, and a named partnership on the league's own newsroom.
Islamabad United
The first built-to-scale cricket stadium in a virtual world, over six acres.
The brief. A Pakistan Super League franchise wanted something no other cricket club had: a home ground that fans could walk into from a phone.
What we built. The U-Meta Stadium, built to scale across more than 20,000 square metres, on a strategic partnership basis, running on Polygon and launching to Android so that a phone was enough. Billed by the club as the world's first cricketing metaverse.
The outcome. A permanent club asset, and a genuine first that no competitor has since claimed.
Metaverse Beauty Week
Seven beauty brands, one festival, and numbers that a media planner can defend.
The brief. Cult LDN was producing a beauty festival across several virtual platforms and needed a partner to build and run the part that would open in a browser.
What we built. The environments and gameplay for Lush, Neutrogena, Glossybox, Lottie London, I Am Proud, Flannels and Essence, including a giant live melting bath bomb for Lush and a multi-level game for Neutrogena with a Kerry Washington character in it.
The outcome. Dwell time 150% higher than the average beauty brand site, 26 average interactions with the Neutrogena character, 92% completion on that brand's game, and a 49% click-through on the Glossybox wearable, which the write-up puts at 53 times the Instagram beauty average.
Bing Crosby's Winter Wonderland
A heritage music estate, turned into a seasonal world that could come back every year.
The brief. Primary Wave Music and the Crosby estate wanted the first metaverse activation for the catalogue to feel like a place families would return to, not a novelty for the press.
What we built. An amusement park with mini-games, a sweater shop, a Bing museum, a dozen music experiences and Swing with Bing, a crazy-golf course nodding to the Clambake. Primary Wave's own write-up credits the mini-games to our team.
The outcome. A seasonal world designed to return annually, opening in December 2022 across a short holiday window.
The Voice Studios
A permanent, free venue for a global television format, with its own games, auditions and fan zone.
The brief. ITV Studios wanted a metaverse presence for The Voice that was a destination rather than a launch stunt: somewhere fans could keep returning to between series, built on the format's own identity.
What we built. The whole thing. Virtual Brand Group held the rights and brokered the relationship between ITV Studios and us; the build, the games and the operation were ours. We launched The Voice Studios with five games, Music Maker, Musical Treasure Hunt, Dance Off, Rhythm Challenge and Music Trivia, alongside an audition space and a fan zone. It followed a pop-up we built for the Metaverse Music Festival the year before.
The outcome. A permanent venue rather than a campaign, reaching audiences across the format's 148 to 150 national versions. Sessions averaged 49 minutes, engagement ran at 13 times the rate of social platforms, and click-through came in at 1,300% higher than Facebook advertising.
The Voice Studios: the permanent experience, built by Vegas City
Decentraland Studios · May 2023
A global headquarters in Decentraland, built for Teleperformance
A global headquarters built as somewhere people could walk into from a link, with the recruitment desk and the games in the same building.
What we built. Teleperformance’s global headquarters in Decentraland, as a working building rather than a marketing backdrop: a reception area with a concierge desk, meeting rooms for employees and clients, a stadium holding the performance stage and the space for sports events hosted by the company’s sponsored athletes, an esports room, a Cloud Campus area, a recruitment area where a visitor could apply for a job, and an events area used for metaverse events and immersive experiences open to everyone. Alongside the rooms there were games — a climbing-wall mini game, and challenges against Teleperformance’s Inspired athletes — and branded wearables to win, including the jackets, sneakers and T-shirts named in the launch release. Decentraland’s project record credits Vegas City as author.
The launch. It opened with a 24-hour event that began on 16 March 2023: DJs, a treasure hunt, a wall-climbing competition and games, with the branded wearables as the prizes. The announcement is Teleperformance’s own.
Teleperformance HQ, credited to Vegas City as author
Decentraland Studios · 2023
TP launches its global headquarters in the metaverse with a 24-hour opening
Teleperformance · 15 March 2023
Our own post about the game we made for Teleperformance
Vegas City on X · 7 July 2023
Five more
Perry Ellis
Wearables and a showroom for Metaverse Fashion Week 2023. Named partner in the official line-up.
Patrón Tequila
Three cocktail quests across three venues, for their first metaverse activation. The prize was a trip to Punta Mita.
A global media company
A week-long branded experience delivered to their XR studio's creative direction. The 3D modelling and the build were ours.
Domino's Spain
A branded experience delivered for a Spanish agency. One of several Domino's builds in that world; this one was ours.
Dolce & Gabbana
Production on twenty looks and avatars for their fashion week debut, through two tiers of agency. Production work rather than a direct client relationship.
Sources for the case studies
AO launches metaverse, serves up world-first NFT art collection
ausopen.com · January 2022
Degree Metathon
AMV BBDO
Degree Metathon case study
Open Inclusion
LaLiga signs a global licensing agreement with StadioPlus
LaLiga · September 2022
The U-Meta Stadium arrives on Android
Islamabad United
Brands and the metaverse: the Beauty Week numbers
Decentraland · August 2023
Bing Crosby's Winter Wonderland
Primary Wave Music · December 2022
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If you want the version of this that applies to your date, bring the date and a sentence about the idea. We will tell you what is possible in the time, and who would be building it.