Singapore Repertory Theatre Launches Immersive Experience on Roblox
The Singapore Repertory Theatre (SRT) has introduced its inaugural immersive theatre project on the popular gaming platform Roblox, aiming to engage a younger audience with Shakespeare’s renowned tragedy, Macbeth, in a virtual setting. This initiative is part of the National Arts Council’s (NAC) Project Arts Metaverse (PAM), which allows players to delve into the psyche of the play’s tragic protagonist, set against a creatively designed sci-fi backdrop. The project, crafted by Metakey in collaboration with MeshMinds and supported by TBWA\Singapore’s innovation advisory, reinterprets key dramatic moments from SRT’s outdoor production of Macbeth, tailoring the experience for a digitally savvy demographic. PAM represents a broader effort, consisting of four pilot projects, under the Alliance for Action (AfA) initiative led by NAC to investigate the evolution of the arts in digital environments. The launch follows a series of collaborative workshops facilitated by TBWA that united creatives from both the technology and arts sectors.
Collaboration Aims to Enhance Educational Resources
The NAC, alongside the advertising firm, played an instrumental role in establishing a vital partnership between SRT and Metakey, ensuring that “Macbeth on Roblox” aligns with educational goals. The game was developed with careful adherence to the Ministry of Education’s learning objectives for literature in English, targeting both lower and upper secondary students. This approach aims to assist educators in cultivating a greater understanding and appreciation for Shakespeare’s works, as well as literature in general. According to statements from TBWA, “Macbeth on Roblox” is anticipated to achieve over half a million play sessions within the next year, thereby creating a novel way for classical theatre to connect with future generations.
Innovative Approach to Engage Younger Audiences
Victor Ang, the director of technology and innovation at NAC, emphasized that Project Arts Metaverse empowers artists and arts organizations to think creatively and experiment, revolutionizing the digital space with engaging methods for audiences to enjoy the arts. He noted that this adaptation of Macbeth exemplifies how the AfA framework encourages effective collaboration across public, private, and community sectors. SRT’s managing director, Charlotte Nors, expressed that the project aims to bridge the divide between live performances and the digital environments frequented by younger audiences. She remarked on the significant amount of time young people spend online and in gaming, viewing this as an opportunity to integrate theatre into their digital experiences and inspire interest in the arts.
Disruption as a Tool for Accessibility
Melissa Daniels, head of innovation at TBWA\Asia and TBWA\Singapore, shared the belief in the potential of “Disruption” to forge meaningful connections. She highlighted the importance of exploring how emerging digital landscapes can dismantle traditional barriers, aligning with their mission to enhance accessibility to art and culture for new generations. While engaging with the metaverse through Roblox is not a new concept for Singaporean brands and agencies, the focus on educational applications, particularly through “Macbeth on Roblox,” offers a refreshing perspective.
Metaverse Initiatives in Singapore
Earlier in 2023, during the peak of Roblox’s popularity, the Changi Airport Group (CAG) ventured into the metaverse with the launch of ChangiVerse. This experience, developed in partnership with Accenture, provided users with a novel way to connect with the airport and explore its iconic attractions in a digital format. Additionally, that same year, DBS introduced its own metaverse concept, DBS BetterWorld, which employs gamification to promote positive initiatives such as sustainability and the reduction of food waste.
