From Runways to Roblox: AirAsia’s Boldest Take-Off

By The Malketeer

AirAsia has just extended its wingspan into an entirely new dimension — the metaverse — with the launch of AirAsia World on Roblox, a vibrant and interactive digital playground that fuses gaming, culture, and travel into one immersive experience.

As a pioneer brand in Asean’s aviation and lifestyle space, AirAsia is no stranger to breaking boundaries.

This latest move positions the airline not just as a carrier of people, but as a connector of cultures and experiences in both the real and virtual worlds.

AirAsia World is built on two core pillars — Asean Exploration and Rewarding Experiences — designed to bring the region’s diversity to life in a fun, interactive way.

Players can explore vibrant landscapes inspired by Asean countries, discover cultural landmarks, and immerse themselves in virtual adventures that mirror the richness of the region.

The platform blends gamified challenges with educational storytelling, allowing users to “experience” Asean on their screens before boarding a flight to see it in person.

From cultural touchpoints to hidden gems, the experience offers a sneak peek into the destinations AirAsia connects in the real world.

Fun with Purpose

While AirAsia World delivers plenty of entertainment, it’s also cleverly structured to reward curiosity.

Players engage in mini-games, complete journal entries, and enjoy seasonal updates that keep the content fresh.

In AirAsia Central, the main hub, gamers can race friends at the AirAsia Ride Grand Prix go-kart track or test their skills at the AirAsia Pilot Academy, flying virtual aircraft while dodging obstacles and collecting coins for top scores.

Meanwhile, Asean Island offers a slower-paced but equally engaging experience — exploring different corners of the region, and even virtually sampling Santan meals inspired by AirAsia’s in-flight menu.

From YouTube to the Metaverse

This venture follows AirAsia brand co.’s growing footprint in entertainment IP.

The team has already launched the AirAsia Buds Adventures series on YouTube and marked the third year of the RedGames Jam game development challenge.

AirAsia World is developed in collaboration with Objekk and Lumiworks Sdn Bhd, powered by an IP 360 Metaverse grant from the Malaysia Digital Economy Corporation (MDEC).

The initiative supports Malaysia-based creators and studios in producing world-class digital content, further positioning the country as a regional hub for creative technology.

Roblox’s global community of over 77 million daily active users makes it a natural choice for brands seeking to connect with younger, digitally native audiences.

It offers a platform where imagination thrives — with millions of user-generated “experiences” ranging from racing to role-playing.

By introducing AirAsia World on Roblox, the airline isn’t just advertising destinations — it’s embedding itself into the daily entertainment and social habits of a new generation of travellers.

A Strategic Brand Play

AirAsia’s foray into the metaverse reflects a larger trend: brands are no longer confined to traditional media or real-world touchpoints.

Instead, they are embedding themselves into the cultural fabric of gaming communities, where loyalty is built through shared experiences rather than ads.

For AirAsia, this isn’t about novelty — it’s about future-proofing the brand. By turning Asean into an explorable, gamified universe, the airline is deepening its cultural relevance while keeping travel aspirations alive, even when users are grounded.

As the lines between digital and physical experiences blur, AirAsia World is a reminder that the next great travel adventure might just begin on your gaming console.