To celebrate Pride month, Got2b and Jung von Matt Nerd are bringing the history of the LGBTQIA+ movement closer to audiences with a unique Roblox experience.

New York’s iconic Christopher Street in New York City's West Village is the epicenter of Pride celebrations. It is also home to the Stonewall Inn, a bar that sparked the Stonewall Riots in 1969, which ignited the modern LGBTQIA+ rights movement. 

Got2b and Jung von Matt Nerd have brought the iconic street to Roblox for the first time to pay tribute to the origins of Pride and teach new audiences what Pride is about.

‘CSD OBBY by Got2b’, has been created by JvM NERD and is made up of two immersive Roblox games. The experiences aim to teach gamers, in particular Gen Z and Gen Alpha gamers, about the protests, empowerment and liberation that make up Pride.

The first mini game features an obstacle course inspired by the rainbow flag. During the game, players can explore the story behind the flag’s symbolism and impact. Each level represents a rainbow flag colour and its meaning. For example, orange for healing and red for life, with obstacles reflecting these themes.  

The second mini game centres on Stonewall. Players immerse themselves in the year 1969 and must overcome many challenges and barriers, symbolising the discrimination and social repression the activists faced. Throughout the Roblox obby, players encounter historical references, key events and important figures associated with the community. 

The world aims to educate and inform younger players about the origins of Pride and its significance for the LGBTQIA+ community and their allies. 

“Pride and the Christopher Street Day Parades have become household names in today’s culture, but a lot of young people, especially outside the LGBTQIA+ community don’t know the origin and that Christopher Street is an actual street in New York. Advocating towards more equality and inclusion, we wanted to honour the history of the marches and their place of origin. And the best way to educate people is to entertain them,” says Thanh Dao, managing director and partner at Jung von Matt Nerd. 

‘CSD OBBY by Got2b’ was released globally on June 5th to celebrate Pride month. It will be available throughout the entire month of June.  

JVM Nerd was responsible for the development of the game design, lore and supporting communication strategy, ALFR3D, JvM Nerd’s tech division, supporting strategy, mechanics and UGC creators. 

“The LGBTQIA+ community is currently still very underrepresented in the gaming world. Through our contribution, we hope to be able to deeply connect with Gen Z and Alpha, raise awareness and support diversity - in a playful but respectful way,” explained Gesa Geissel, Corporate Director International Marketing at Henkel, the owner of got2b. 

They added: “Our Got2b products are as colourful as our society. Individuality and tolerance start with one's own style but go far beyond that - which is why we are proud to expand our longstanding commitment online this year. 

Combining education and entertainment, the Roblox experience sees Got2be connect audiences with new, dynamic ways to celebrate Pride that go beyond visibility.