all projectsconcept ideation and development of OM District, a Roblox experience designed to bring younger audiences closer to the Club’s new brand identity.
Olympique de Marseille entered the gaming space with OM District, an experience fully designed and developed by atopos to celebrate the club’s new brand identity within Roblox. Rooted in Marseille’s Vieux-Port and enriched with virtual representations of the city’s most iconic landmarks - the Vélodrome, Notre-Dame de la Garde, and the Mucem - the game recreates a virtual district where younger audiences can explore the Club’s history, compete in an obstacle race, collect limited-edition virtual rewards, and build an authentic connection with one of the world’s most iconic and passionate football clubs.
during the planning and design phase of the project, three main objectives were defined together with the Club:
reach a young, digitally native audience that is difficult to engage through traditional broadcast channels, and introduce them to the Club’s new visual identity in an innovative way, creating new touchpoints beyond conventional media
develop a dynamic gaming experience that connects the Club’s history with Marseille’s cultural identity through competitive mechanics, unique rewards, and social features
create an experience designed to evolve over time, capable of growing through the integration of new games, seasonal content, commercial partnerships, and dedicated rewards
starting from the objectives defined with the Club, we developed an experience built around the following pillars:
a virtual representation of Marseille, centred around the Vieux-Port. The District is the main meeting point: players arrive here, explore the city’s iconic buildings, and interact with other fans in real time.This area of the map is both a tribute to Marseille and the access point to everything the experience has to offer.
the core gameplay mechanic of the experience. An “Only Up” challenge: an obstacle course that develops vertically rather than horizontally, structured across 10 levels, each referencing 10 memorable moments from the Club’s season and challenging users to reach the top before other players.
a virtual recreation of one of the city’s most recognizable landmarks, where OM officially revealed its new brand identity to the public. This space has been used to broadcast a video showing users the evolution of the Club’s logos, leading up to the current one.
built inside a virtual replica of the Mucem – the Museum of European and Mediterranean Civilisations – the Avatar Catalog is a personalisation tool designed to let users try on and purchase OM-inspired UGC items. The space also includes Photo Booths where users can record content and share it directly on other social channels, such as TikTok.
UGC rewards are a central element of the experience, distributed to the highest-performing users. We developed a balanced distribution plan combining real Club merchandise – such as match kits and accessories available in the official store – with fantasy items that are highly appreciated by Roblox users.
the first season of OM District registered strong KPIs, with the experience ranking among the best branded worlds launched in 2026:
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