Benidorm Becomes Europe's First City to Launch Its Own Game on Roblox

Europe's First City on Roblox

Benidorm has made history as the first European city to launch its own game on Roblox — the online gaming platform with 150 million daily active players worldwide. The city joins only Singapore and Tokyo as destinations globally to have taken this step, putting Benidorm in rare company when it comes to digital tourism promotion.

The initiative was launched by Benidorm City Council and the Visit Benidorm Tourism Foundation, with the explicit goal of connecting with Generations Alpha and Z — children and young people — using the platforms and formats they already engage with every day.

Benidorm Fun Town Tycoon

The game is called Benidorm Fun Town Tycoon. Players start by growing a skyscraper from a magic seed, building it floor by floor into a vertical city. Around 500 construction buttons reveal the contents of the skyscraper as the game progresses. A virtual currency called "Seeds" is earned through exploration and challenges, which can be used to speed up construction.

The game features two connected worlds: an interior construction mode and exterior city missions. An in-game guide called Captain Pedro Z introduces quests and shares real facts and curiosities about Benidorm throughout the experience.

Real Benidorm Landmarks Featured

The game is not a generic city builder — it features real Benidorm landmarks woven into its virtual world:

• Poniente Beach
• Benidorm Island
• Serra Gelada
• Old Town
• El Castell

Tourism Through Play

Leire Bilbao, Head of Visit Benidorm, said the project "will connect with a young audience using their own language, transforming tourism promotion into a participatory experience."

The strategy is a long-term one: by introducing children and teenagers to Benidorm through a game they already play, the city is planting the seed — quite literally — for future visitors. The initiative also places an emphasis on sustainability and family tourism as key pillars of Benidorm's evolving destination identity.

This article is based on reporting from The Olive Press, published May 8, 2026.