Brunswick Boat Brands Boston Whaler, Bayliner Join Popular Roblox Game

Two Brunswick Corporation boat brands well-known to Maine's waterways, Boston Whaler and Bayliner, went digital last week when Roblox developer Voldex launched the "Big Splash" update in Driving Empire, adding the first-ever boating experience to the top-ranked Roblox racing game on March 20.

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 across Brunswick's lineup are expected to follow throughout the rest of 2026.

The partnership, announced March 19 out of Mettawa, Ill., connects Driving Empire, which 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 March 20 update also introduced a new marina and a new boat dealership, along with a new racing hub.

For Brunswick Boat Group's marketing leadership, the move is explicitly about capturing a younger generation of future boaters. "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. "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. This collaboration not only brings boating to a new generation but also creates a year-round, interactive presence for our brands within Driving Empire."

Stephen Wanigesekera, Senior Licensing Manager at Voldex, framed the deal as a natural expansion for a game already built around vehicle culture. "Driving Empire has become a must-play destination for automotive enthusiasts on Roblox, and we're excited to expand the experience onto the water in partnership with the world's leading marine manufacturer," Wanigesekera said. "This collaboration introduces a completely new dimension of gameplay while bringing authentic boating experiences to millions of players."

Brunswick Corporation is headquartered in the northern Chicago suburb of Mettawa, Illinois, and describes itself as the world's largest marine technology company, home to more than 60 recreational marine brands. Its boat brands include Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft and Quicksilver, making it the parent of some of the most recognizable hulls tied up at docks along the Kennebec and across Merrymeeting Bay.

Before the "Big Splash" update, Driving Empire had only three vessels available to players: a 2012 Benli Super Yacht based on Lurssen's 136-metre Flying Fox (recently renamed Hadar and noted as the game's most expensive vehicle), a 2001 Yamama Marine Sport, and a 2003 Yamama C3 Convertible. The Brunswick collaboration more than doubles the in-game fleet with real-world licensed models, and the company has signaled the rollout is only beginning as the summer 2026 boating season approaches.