Manchester City & OKX Metaverse Campaign Case Study
The Challenge
OKX, one of the world’s leading cryptocurrency apps and the official kit sponsor of Manchester City Football Club, was preparing to promote an upcoming sales campaign. To stand out in a crowded digital landscape, OKX needed a way to engage audiences that went beyond traditional online advertising.
The brief called for a bespoke metaverse experience that aligned with both the innovation-driven ethos of OKX and the global stature of Manchester City. The experience needed to feel premium, interactive, and culturally relevant — while capturing attention and driving meaningful engagement around the campaign.
To achieve this, OKX required a partner capable of delivering a custom-built immersive environment tailored specifically to their campaign objectives.
The Solution
As part of the immersive metaverse experience, a bespoke digital environment was created that blended exclusive football content with cutting-edge real-time technology.
Official Manchester City team training footage was embedded directly into the experience, allowing visitors to engage with behind-the-scenes content in a way that felt dynamic and immersive rather than passive.
To elevate realism and fan connection further, custom-built MetaHuman player models were developed for Rúben Dias and İlkay Gündoğan. These highly detailed digital representations were integrated into the environment, helping bridge the gap between real-world football culture and the virtual campaign space.
The result was a bespoke metaverse experience that combined premium content, recognisable talent, and interactive design — aligning seamlessly with OKX’s campaign goals and Manchester City’s global brand.
The Outcome
The metaverse experience was designed to encourage active participation rather than passive viewing. Throughout the environment, visitors were invited to engage with a series of interactive touchpoint quizzes and games, increasing dwell time and reinforcing campaign messaging in a playful, memorable way.
One of the standout features was a digital recreation of Manchester City’s iconic dressing room, offering fans a behind-the-scenes style moment that felt exclusive and culturally authentic. This familiar space helped anchor the experience emotionally, blending football heritage with immersive digital storytelling.
By combining interactive gameplay with recognisable environments and premium content, the experience successfully deepened audience engagement while delivering a campaign that felt both innovative and brand-aligned. The result was a bespoke metaverse activation that demonstrated how immersive technology can create meaningful, high-impact brand moments for global sports audiences.