HAMBURG, GERMANY – Jung von Matt NERD, in collaboration with got2b, transports the cultural and political significance of Christopher Street to the Roblox metaverse. CSD OBBY by got2b is a vibrant, immersive gaming experience designed to honour LGBTQIA+ history while engaging the next generation of digital natives.
A nod to the roots of the modern LGBTQIA+ movement, the initiative recreates New York City’s legendary Christopher Street, the birthplace of Pride. Known globally for its association with the Stonewall Riots of 1969, Christopher Street has long stood as a powerful symbol of protest and liberation. Now, this storied location is accessible to millions of Roblox users around the world, offering a fresh, gamified lens through which to understand the legacy of Pride.
Crafted with sensitivity and intention, CSD OBBY by got2b features two interactive mini games that blend entertainment with education. The first is an obstacle course inspired by the rainbow flag. Each level explores a different colour and its meaning, such as orange for healing and red for life, with corresponding challenges that encourage reflection and resilience.
The second mini-game immerses players in the historic events of 1969. Set against the backdrop of the Stonewall uprising, players confront symbolic representations of discrimination, navigating barriers that echo the social and political struggles faced by LGBTQIA+ activists of the era. Along the way, they encounter key moments, influential figures and landmark movements that shaped the community’s ongoing fight for equality.
Thanh Dao, managing director and partner at Jung von Matt NERD, said: “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.”
Gesa Geissel, Corporate Director International Marketing at Henkel, the owner of got2b, said: “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. 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. With Jung von Matt NERD, we have found a strong partner to realise this.”
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.
To celebrate Pride month, CSD OBBY by got2b will be released globally on June 5th and will be available throughout the entire month.
