Ayrton Senna got a dedicated space inside SportvLand, in partnership with Senna Brands — the driver's family company. We created SennaLand: a world entirely his own, inside Roblox.
The idea came from a simple question. In 2023, I asked my nephew, around nine years old, if he knew who Ayrton Senna was — and he didn't. That's when I understood it was time to bring Senna to where Gen Z and Gen Alpha are. On the eve of the 30th anniversary of the driver's passing, I sent a bold email to Bianca Senna laying out this concern: many young people didn't know who Senna was, and a world in the metaverse could reconnect this generation with his story. Bianca embraced the idea right away and was an incredible partner throughout the entire development.
An obstacle-filled track, a helmet in Brazil's colors, and Ayrton Senna's kart to drive — with replicas of the cars from his entire Formula 1 career: Toleman, Lotus, McLaren, and Williams. The experience aired on Globo at launch — and remains active, connecting a new generation to the story of Brazilian motorsport's greatest icon.
More than a game, SennaLand was designed with purpose: it brings in themes like recycling, nutrition, and sustainability, guiding children along a path of learning — the same values Ayrton Senna stood for.
