Fans invited to explore Wimbledon in the metaverse

Published on: 29th June 2022

In partnership with American Express, the All England Lawn Tennis Club has announced the official launch of The Virtual Hill, a virtual companion experience to the Wimbledon live event.

A day on The Hill is a bucket-list fan experience. The Virtual Hill provides fans worldwide with the chance to share in this unique tradition via a social interactive experience. Fans can create their own personalised avatar, test their Wimbledon knowledge and learn more about the tournament and its history in daily quizzes, pick their own picnic spot, rub shoulders with other visitors from around the world, or invite friends and family to explore the Hill with them.

While reacting to matches with emojis and sharing moments directly to social media, fans can take on daily missions around the Hill for the chance to earn WimbleCoin and daily prizes.

For American Express Cardmembers, alongside exclusive avatar items and picnic blankets, the Virtual Hill features an American Express Lounge and experiences. These include ‘The Andy Murray Experience’, where they’ll be able to go on a quest with the Virtual Sir Andy and capture a selfie, and ‘Up Up We Go’, a hot air balloon experience through which they’ll have a special aerial view of the Hill and a sneak peek into the hidden items around it.

American Express Ambassador Sir Andy Murray says: “The Hill is one of Wimbledon’s most treasured traditions, and I’ve certainly hugely appreciated the atmosphere fans on The Hill add to the Wimbledon spirit. Making sure we create the same type of feeling and passion in the virtual world is critical to driving engagement with fans who don’t get to be here, and so I’m really proud to be part of the Virtual Hill. Make sure you track me down and I’ll set you some challenges to complete while you’re there.”

Shiz Suzuki, Vice President, Global Experiential Marketing & Partnerships at American Express, says: “Recreating special memories is an important part of what we want to bring to tennis fans this year during Wimbledon, and the Virtual Hill is an important example of this. We can’t wait to celebrate our fourth year partnering with The Championships, and to give fans across the globe access to the iconic Wimbledon Hill, in its virtual form, to experience their own unforgettable moments.’

“The Hill at Wimbledon is one of our most iconic traditions, and, in partnership with American Express, we are thrilled to be immortalising that experience through the Virtual Hill,” adds Alexandra Willis, Communications and Marketing Director at Wimbledon. “Making sure we are always finding new ways to reach and engage with fans is a critical part of our strategy, so whether it is choosing your outfit, or taking on the daily missions, or simply just having a lovely picnic, we hope everyone enjoys this innovative experience in celebration of Wimbledon 2022.”


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