Jung von Matt Nerd and got2b Bring New York's Christopher Street to Roblox

To celebrate Pride Month, Jung von Matt Nerd created a Roblox experience for the Henkel brand got2b. As a homage to the origins of the annual Pride marches, the agency transports players back to Christopher Street in New York in 1969.

Together with Jung von Matt Nerd (JvM Nerd), got2b has developed an immersive experience to bring the history of the LGBTQIA+ movement to the gaming community — especially Gen Z and Gen Alpha. The brand from Henkel Consumer Brands brings users back to New York City in 1969, where they learn more about the protests, empowerment, and liberation on the historic street.

"Pride and the Christopher Street Day parades are firmly embedded in our culture today, but many young people — especially those outside the LGBTQIA+ community — are unaware of their origins. They don't realise that Christopher Street is actually a street in New York. By advocating for more equality and inclusion, we want to honour the history of the marches and where they originated. And the best way to educate people is to entertain them," says Thanh Dao, Managing Director and Partner at JvM Nerd.

With the two mini-games of the experience, got2b wants to encourage players to engage with the history, successes, and goals of the LGBTQIA+ movement. "The LGBTQIA+ community is currently still very underrepresented in the gaming world. With our contribution, we hope to create a deep connection to Gen Z and Alpha, raise awareness, and promote diversity — in a playful but also respectful way," says Gesa Geissel, Corporate Director International Marketing at Henkel. "Our got2b products are as colourful as our society. Individuality and tolerance start with one's own style but go far beyond that — which is why we are proud to extend our long-standing commitment online this year. With Jung von Matt Nerd, we have found a strong partner to realise this."

The first mini-game — an obstacle course (Obby) — is inspired by the iconic rainbow flag. The second mini-game in the got2b Roblox metaverse is directly centred around the Stonewall Riots. To celebrate Pride Month, the Roblox experience "CSD OBBY by got2b" will be released on 5 June. It will be available throughout the month.