Lamborghini unveiled the Lanzador concept car that the Italian carmaker unveiled back in August. Now, the all-electric Ultra GT stars in the digital world on Roblox.

It's a way for Lamborghini to create awareness for its new product and foster engagement from consumers. Lamborghini isn't alone in building such experiences on Roblox.

I got an extremely early preview of what Lamborghini's first electric car will look, feel, and drive like when it goes on sale in 2028.