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  • Writer's pictureBillions Luxury Portal


Whilst Lamborghini's all-electric Ultra GT wont go into production until 2028 users can now experience getting behind the wheel at least 'virtually' via a new virtual experience on Roblox..

Lamborghini has just launched its hotly anticipated EV via an immersive virtual experience, Lamborghini Lanzador Lab: The Official Design and Drive Experience on Roblox, the global immersive platform for communication and connection. This unique virtual 3D experience allows over 70 million daily-active Roblox users to dive into the world of Automobili Lamborghini, experiencing the future of high-performance driving firsthand.

In this exclusive immersive 3D experience, visitors can explore the cutting-edge design and technology of the Lanzador, Automobili Lamborghini's all-electric Ultra GT, years before it hits the streets in the physical world. Through customizable features and interactive components, Lamborghini brings its signature innovation and style to the metaverse.

The Automobili Lamborghini immersive experience on Roblox goes beyond traditional gaming, providing users with a virtual 3D space to not only experience the performance of the Lanzador in an entirely new way before anyone else, but also to learn about the brand's rich history and design DNA. Users can explore a virtual replica of the Automobili Lamborghini museum, design and customize their own digital Lanzador via Lamborghini’s Ad Personam personalization program and compete in virtual racing time trials with their ‘own’ customized car.

The experience also includes Automobili Lamborghini-branded digital items and accessories for fans to acquire or purchase for their avatars, including a racing helmet, backpack, beanies and hats. For the “ultra-Lamborghini fans”, the experience offers a luxury item - a limited-edition Automobili Lamborghini Bull Head. With only three available for sale, each item will be offered for 1.5 million Robux (Roblox’s digital currency) and the three buyers will also receive a custom In Real Life experience to visit the Lamborghini headquarters of Sant’Agata Bolognese, Italy.

This VIP reward will include a tour of the Museo Automobili Lamborghini and Ad Personam Studio where they can see the physical Lanzador concept car, learn more about its features and visit factory lines.

The fastest growing age group on the Roblox platform is 17-24 years old, allowing the brand to engage with a dynamic and diverse audience and providing, the perfect stage for Automobili Lamborghini to showcase its commitment to innovation and the future of digital luxury. With over 180 countries in its reach, Roblox enables to connect with fans globally and offers an authentic Automobili Lamborghini experience in the metaverse.


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