Brunswick Brings Real Boats to Roblox in New Gaming Collaboration
- BoatBlurb Contributor
- 3 hours ago
- 3 min read
Brunswick Boat Group has partnered with gaming developer Voldex to bring real-world boats into one of Roblox’s most popular driving simulators.
The collaboration, called the Big Splash Update, will introduce Brunswick vessels into Driving Empire, a massively popular game on the Roblox platform, creating the first-ever boating experience within the title.
Beginning March 20, players can unlock and pilot boats from the Brunswick Boat Group portfolio, including the Boston Whaler 170 Montauk and Boston Whaler 420 Outrage, the Bayliner VR6 Bowrider and the Heyday WT Surf. Additional vessels from Brunswick’s portfolio will be released throughout the year, giving players an ongoing opportunity to experience being at the helm across a variety of boat types.
While the idea of piloting boats in a video game isn’t new, Driving Empire already features more than 200 licensed vehicles from major automotive brands, putting Brunswick’s boats alongside names like Lamborghini and Porsche in a virtual environment used by millions of players. The Driving Empire universe is full of driving simulators that gives users access to a digital experience based on the real thing -- everything from drag racing, to street racing, to southern mudding ATV trail riding.
“Our mission is to increase access to boating and grow participation in the on-water lifestyle,” said Jamie Evans, vice president of marketing at Brunswick Boat Group, in a press release. “Partnering with Voldex allows us to introduce our award-winning brands to Roblox’s large and highly engaged enthusiast audience in a fun, immersive way.”
“Driving Empire has become a must-play destination for automotive enthusiasts on Roblox, and we’re excited to expand the experience onto the water,” said Stephen Wanigesekera, senior licensing manager at Voldex, adding that the collaboration brings “authentic boating experiences to millions of players.”
Roblox’s user base skews heavily toward younger players, most of whom aren't old enough to boat, which gives Brunswick a chance to connect with future mariners and introduce them to boating and its benefits. The application of real boats from Brunswick's portfolio, including some of their most popular models, allows users to interact with the same vessels they may later encounter in marinas, at boat shows, or at dealers.
“This collaboration not only brings boating to a new generation but also creates a year-round, interactive presence for our brands,” Evans added.
While the collaboration a first for both sides, it's also a foray into the potential long-term evolution in marine marketing. Most boaters are introduced to boating through physical means -- family vacations, cottaging, marina membership, etc -- and not through a digital environment. By offering young outdoor enthusiasts a chance to 'test' their boating skills in a digital space, it provides a fun simulation where they can come close to experiencing the real thing, hopefully inspiring them to pursue boating in the future.
Numerous industry sources have noted the increasing average age of boaters in North America. Currently, the median age of boaters is 60, with more boat owners in their 70s than in their 40s. Although many economic and demographic factors are driving the uptick, the industry is aware of the need to attract newer and younger boaters.
In a 2025 industry report, NMMA chief brand officer Ellen Bradley stated: "The latest economic news, coupled with the median age milestone, reinforce the importance of industry-wide efforts to generate category awareness and excite potential boaters and watersports enthusiasts while retaining existing boaters...we also need greater visibility into participation and changing consumer behavior as we work to engage next generation boaters."
Gamers looking to explore the Driving Empire universe aboard a new Boston Whaler or Bayliner can download the latest update and hit the water now.
You can get the first look at the Montauk and VR6 Bowrider in the video below (*starting at 2:55):
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