UK train operator National Rail has launched a campaign with Roblox, which gives gamers the chance to board a special 16-25 Railcard branded train carriage.

The first of its kind initiative is pitched at young people – students especially – who can save a third on their train travel for £30 a year when they buy a railcard.

As such, it lets gamers go into the 16-25 Railcard carriage and be transported to other worlds within the game. They can even chat to a train conductor to learn more about the benefits of the railcard.

The campaign launched last week and will run until 19 October. Catherine Lyver, head of propositions and marketing, Rail Delivery Group said: “As thousands of students begin or return to university this September, we want to show that a 16-25 Railcard is a must-have for the new term. Roblox is a brilliant way to reach this audience with our message, putting it front of mind for students looking to make a saving.”

Roblox has established itself as one of the most popular world-building online games. It attracts nearly 60 million daily active users on PCs, Macs, Xbox consoles, tablets, and phones, and claims more than half of users are over 13. Roblox’s revenue hit $2.2 billion last year, up 16 percent from 2021.