Specsavers has launched a new branded obstacle course game and virtual merchandise giveaway on Roblox.

‘Specsavers Obby’ has been launched to mark the high-street retailer’s commitment to educating younger generations and continued steps into the gaming space.

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The game has been created in partnership with game development studio Dubit and Specsavers’ social media agency, Tangerine, which has brought the Specsavers brand into three highly popular Roblox games: Super Fun Obby, Chill Obby, and Ultimate Easy Obby.

As part of the five Specsavers’ levels, players will be able to interact with branded virtual items from the retailer and have the chance to collect 10 limited edition Specsavers’ themed User-Generated Content (UGC) items.

The items include glasses, hearing aids and even a Snellen Chart sandwich board, which players can opt to equip their avatars with throughout the Roblox universe.

The game also features eye and ear-based obstacles for players to overcome, question gates relating to health messaging and advice from in-game optometrists.

Specsavers, Head of Consumer PR, Brand Activation & Social Media, Lisa Hale, said: “We’re always looking for new ways to engage with our customers and share relevant health messaging in easy, yet creative ways. So, we’re excited to get involved with the Roblox community and take our first step into the gaming world.

“This collaboration allows us to connect with younger audiences in an interactive way, that will feel completely natural to them. Conditions such as digital eye strain and myopia have all become more prevalent over recent years, so we want to encourage gamers of all ages, to look after their most valuable pieces of gaming equipment – their eyes and ears.”