A video game is a new marketing strategy at Utah State University

October 15, 2026 - 05:03

Utah State University has launched a virtual campus experience inside Roblox as part of a broader effort to connect with younger audiences. The project, called the Aggie-verse, opened to users this fall and gives players a chance to explore a digital version of the Logan campus without leaving home.

The Aggie-verse includes recreations of well known campus landmarks, including Old Main and the Quad. Players can walk through residence halls, visit academic buildings, and take part in simple activities tied to student life. The space also features information about degree programs, admissions deadlines, and scholarship opportunities, all presented in a format that feels closer to a game than a traditional college brochure.

University officials say the goal is not to replace campus tours but to meet students where they already spend time. Roblox reports tens of millions of daily users, many of them in the age range that colleges are trying hardest to recruit. By building a presence there, Utah State hopes to start conversations earlier and make the idea of college feel more familiar.

Marketing teams at several other schools have tested similar ideas in recent years, though results have varied. Utah State plans to track how long visitors stay in the Aggie-verse, which buildings they explore, and whether they later request more information from the admissions office. The university says it will use that data to decide whether to expand the project or adjust its approach for future recruitment cycles.