Octopus Energy, which recorded the top growth rate in Japan's electricity market, is launching a brand experience on Roblox. Shifting from 'using electricity' to 'enjoying electricity,' they are passing on a new value of energy to the next generation.
NEWSBOARD / DESIGN
May 28, 2026

Octopus Energy, which recorded the top growth rate in Japan's electricity market, is launching a brand experience on Roblox. Shifting from 'using electricity' to 'enjoying electricity,' they are passing on a new value of energy to the next generation.

Recording 1137% growth since 2022, it achieved the top growth rate among the top 40 electricity companies.※1Octopus Energy has partnered with Metaverse Creators Inc. (hereinafter referred to as Metaverse Creators) to launch "Octopus Energy Tycoon," a game content experience on the global gaming platform "Roblox," allowing users to immerse themselves in the brand's world.
This initiative aims to create a new brand experience that reframes energy from "something to be used" to "something to engage with enjoyably," specifically targeting the establishment of new touchpoints with younger generations and families.
※1 Data source: Ministry of Economy, Trade and Industry, Agency for Natural Resources and Energy, Electricity Survey Statistics Table [3-(1) Electricity Demand Actual Results], Electricity Demand (kWh) for Low-Voltage Lighting from January 2022 to December 2024.※ "Top 40 electricity companies" refers to the top 40 companies by total electricity demand for low-voltage lighting from January 2024 to December 2024.※ "Growth rate" is calculated by dividing the "Total electricity demand for low-voltage lighting from January to December 2024" and the "Total electricity demand for low-voltage lighting from January to December 2023" by the "Total electricity demand for low-voltage lighting from January to December 2022."

Background of the Initiative

Octopus Energy is an EnTech (Energy Technology) company that promotes the adoption of renewable energy through technology, with the mission to "transform energy into something more familiar and positive." However, electricity as a service still carries aspects of being "difficult," "unclear," and "essential yet often overlooked."
Amidst this, the company has focused on the importance of communication that allows consumers to experience and naturally understand, rather than relying solely on traditional information dissemination.

Game Overview

Octopus Energy Tycoonis a tycoon-style game where players develop a city by collecting Octopus Energy characters called "Konstantins."
Within the game, placing Konstantins in an empty space allows for the appearance of wind turbines, solar panels, EVs, and more, gradually developing the city. As the city grows, players earn coins and unlock new Konstantins, enabling them to continuously enjoy city building.
Through this city-building process, players can experience a world where renewable energy naturally exists within daily life.
Additionally, the "Konstantin Tower" in the game allows players to engage with Octopus Energy's worldview and values through the characters' activities.
Play Octopus Energy Tycoon (Roblox):

Significance of This Initiative

This initiative goes beyond simply providing game content; it is an endeavor that embodies the redefinition of an "electricity company" from an "infrastructure provider" to a "brand that offers experiences."
Octopus Energy has previously proposed new ways of engaging with energy through customer participation campaigns like the "Energy Saving Challenge" and intuitive, user-friendly digital experiences. Common to these efforts is a perspective that reframes energy from "something passively consumed" to "something actively engaged with and chosen with enjoyment."
The current expansion on Roblox is a continuation of these efforts, aiming to spread a "culture of viewing energy positively and enjoyably" to the next generation. Furthermore, it opens up possibilities as a new channel to expand Octopus Energy's brand recognition both domestically and internationally through a globally accessible platform.

About the Partner

Metaverse Creators was responsible for the planning and development of this game, realizing it by translating the company's brand message into a game experience.
The company excels in creative production within the metaverse domain and is dedicated to developing new communication methods that connect businesses with consumers.
Octopus Energy will continue to combine technology with creative communication to foster new values regarding energy and contribute to the realization of a sustainable society.


Metaverse Creators Inc.

Metaverse Creators supports the growth of creators, working alongside them from planning to development, and globally disseminating content created by Japanese creators. They provide comprehensive support, from content creation to promotion, across diverse metaverses such as VRChat and Roblox, continuously striving to establish Japanese metaverse culture as a global standard.

About Octopus Energy

Octopus Energy (Headquarters: UK) is on a mission to transform the customer experience by providing green energy at affordable prices through technology and transparent services.
Since its establishment in the UK in 2016, it has provided renewable energy to approximately 10 million households worldwide in just nine years.
Currently, it operates electricity retail businesses in eight countries, including the UK, Germany, Spain, Italy, France, New Zealand, and the USA, as well as Japan. In Japan, it launched its business in 2021 through a joint venture with Tokyo Gas.
In Japan, the company has experienced rapid growth, surpassing 500,000 contracts in four years since its business launch. 86% of customers report "feeling that their electricity bills have decreased," and its service design, focused on the consumer's perspective, is highly regarded, evidenced by a Google review score of ★4.4.
Contact Information

Contact: Hagiwara, Yuda, Hirai
Email: octopusenergy-pr@vectorinc.co.jp
Tel: 03-5572-6081