The video game “Find the Seasouls” achieves new international recognition with five Adrian Awards

At the 69th edition of the event, the game also received “Best of Category” recognition in two awards. “Find the Seasouls” won gold for Best Integrated Marketing Project in virtual reality, metaverse, and gaming environments, as well as silver for Best Innovation in Integrated Marketing and another silver for its social and environmental purpose-driven approach. It also received two bronze awards in the Brand Campaign and Content Marketing categories.

These awards are complemented by the strong reception of the video game among younger audiences. In 2025, it became the most visited Spanish experience in Roblox history, reaching four million visits—more than tripling the second-ranked experience, which achieved 1.2 million. In addition, the game attracted 2.3 million unique users and recorded a 95% positive review rate, thanks to its seasonal update strategy.

In 2025, the video game “Find the Seasouls” became the most visited Spanish experience in the history of the well-known Roblox platform.

During the year-end activation, the game ranked globally as the sixth experience by number of concurrent players, competing alongside franchises such as SpongeBob and Barbie, a major milestone considering the platform hosts more than four million games.

This initiative demonstrates that innovation in tourism marketing is not merely technological, but fundamentally strategic. With this video game, we continue to invest in entertainment as a way to connect with new audiences, strengthening the destination’s international reputation while also promoting a tourism model aligned with global sustainability values and challenges. Through this initiative, we also carry out significant educational work on marine life and the archipelago’s natural environment.

“Find the Seasouls” demonstrates that innovation applied to tourism marketing is not merely a technological matter, but above all a strategic one.

These five Adrian Awards, combined with those obtained in other competitions, represent the highest level of international recognition a tourism marketing strategy can achieve, as they reward not isolated ideas but projects with vision, impact, and measurable results.

Organized by the Hospitality Sales & Marketing Association International (HSMAI), these awards recognize initiatives that stand out not only for their creativity, but also for the strength of their strategy, measurable outcomes, and impact on destination reputation.

HSMAI invites around 200 industry experts to serve on the Adrian Awards jury, composed of professionals from advertising, public relations, media, and the digital sector, as well as prominent members of the tourism community.

Twelve awards

These five awards add to seven other international recognitions previously received by “Find the Seasouls.” At the Best!N Travel Awards, the game won two silver awards for its creativity, educational value, and positive environmental impact. At the European Digital Mindset Awards, it received the award for Best Marketing Campaign, and at the WINA (World Independent Advertising Awards), it won silver in the Interactive and Digital Content categories and bronze in the Best World–Environment category, competing against more than 4,000 creative entries from the Americas, Europe, Asia, Africa, and Oceania.

Finally, the initiative won the award for Best Advertising and Technological Creativity at the El Chupete International Children’s Communication Festival, where it competed with major brands such as Oreo, El Corte Inglés, Garbalin, Delito, and Scandinavian Airlines.

The approach of “Find the Seasouls” is specifically designed to connect with new generations through innovative digital formats.

Carnival edition

Since the end of 2024, “Find the Seasouls” has offered an immersive experience in the Canary Islands, allowing users to digitally explore the archipelago while discovering 160 creatures inspired by local marine fauna. The initiative combines entertainment, learning, and environmental awareness, with a concept specifically designed to connect with younger audiences through innovative digital formats.

Currently, users can enjoy the carnival version, which is expected to exceed 150,000 visits in ten days. In this version, users can obtain themed UGCs —items to customize their characters— which are a major attraction for players on the platform. In addition, daily events are held where new seasouls can be discovered.

With the aim of continuing to grow on Roblox and offer new gameplay dynamics that meet the expectations of its demanding player community, the video game will continue to be updated in 2026 with the integration of a new map, which will be released very soon.

* Action co-financed by the European Union (ERDF).