Roblox is a gaming platform, but due to its high degree of customization and friendliness to emerging Web3 technology, it has become a popular testing ground for brands exploring opportunities in the metaverse.

Tim Hortons has joined the ranks of those brands, building a game called “The Tims Speed Run” on the platform.

Starting from an in-game Tim Hortons location, players will carry a virtual tray of Tims through an obstacle course of giant coffee cups, donuts, bagels and Timbits, picking up “golden coffee beans” for bonus points and seeking to get the best time.

Tims and its digital agency Media.Monks worked directly with Roblox to create the course, which will be available for the next month.

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The game is a clear nod to the idea of going on a Tims Run, something the QSR is playing with for its other activation on Thursday’s National Coffee Day. After releasing a line of double-double coloured apparel last year, Tim Hortons has created another merch line, this one for the “Tims Run Club.” Among its products is a windbreaker meant to make a Tims Run easier, including an insulated pocket to keep sandwiches warm and an elbow padding on the left arm for maximum comfort when resting your arm out the car window while going through the drive-thru.