The Scent Quest: How Givaudan is Making Memory a Game on Roblox

By Mindy Yang

There’s a new frontier in gaming, and it doesn’t just rely on the usual dopamine rush of leveling up or hoarding digital gold. This one is driven by something more primal—your sense of smell. Yes, smell. In a bold, unexpected move, fragrance giant Givaudan has launched Guardians of Memories on Roblox, a game where players restore lost memories through the power of scent. Think Zelda, but instead of wielding a sword, you’re sniffing your way to victory.

It sounds almost too poetic for the metaverse, a space typically dominated by pixelated chaos and algorithm-driven compulsion loops. But Guardians of Memories taps into something deeper: the inextricable link between scent and memory. Science backs it up—the olfactory bulb, which processes smell, is directly connected to the brain’s limbic system, home to emotion and memory. A whiff of something familiar can transport you instantly to another time, another place. Now, imagine harnessing that power in a digital world.

Givaudan, best known for crafting fragrances for brands you’ve definitely worn (but probably never realized came from them), is calling this an “educational adventure.” The game drops players into an expansive virtual world where they must solve puzzles, collect aromatic ingredients, and blend scents to restore lost memories. It’s part olfactory school, part epic quest, and entirely unlike anything Roblox has seen before.

Gen Z, Gen Alpha, and the Future of Fragrance

So why take fragrance to the gaming world? The answer lies in the next generation. Givaudan knows that Gen Z and Gen Alpha aren’t just passive consumers—they want immersive, interactive experiences. TikTok has already reshaped how young people discover scent (see: the explosion of fragrance influencers breaking down “clean girl aesthetics” versus “vanilla baddies”). But Givaudan isn’t just selling perfumes; they’re selling the idea that fragrance is an adventure, a puzzle to be solved.

“We wanted to create a digital experience that would make the art of perfumery engaging and accessible,” says Anne Tayac, Head of Givaudan Business Solutions. “By meeting young audiences where they already are—on platforms like Roblox—we’re fostering a new way of experiencing scent.”

It’s a strategic move. Roblox has around 90 million daily users, a playground of digital natives who are just as likely to curate an aesthetic in-game as they are IRL. If Guardians of Memories works, it could rewire how future generations think about fragrance—not as something to spritz on before heading out the door, but as an interactive, sensorial experience.

From the Lab to the Metaverse

Creating a game about scent presents a unique challenge. Unlike sound or visuals, smell isn’t something that can be digitized—yet. (Though, let’s be honest, someone in Silicon Valley is probably working on it.) Instead, Guardians of Memories leans into storytelling and world-building, making scent feel tangible through narrative.

The game was developed in collaboration with Digitalli, a digital strategy consultancy, and Novelab, an immersive experience studio. It’s clear that the team took inspiration from the best parts of gaming—exploration, creativity, and a bit of mystery. Players can mix and match different scent profiles to unlock memories, almost like alchemists in training. It’s not just a game; it’s a way of teaching perfumery without the barrier of a lab coat or a trip to Grasse.

Marine Le Gall, co-founder of Digitalli, describes it as “a project that brings the art of olfaction into a format where younger generations can engage with it meaningfully.” In other words: an elegant hack.

The Future of Scented Gaming?

Guardians of Memories might just be the start. As fragrance brands scramble to find new ways to stay culturally relevant, the metaverse offers a fresh playground. Imagine a future where you can test fragrances virtually before buying them or where scent-driven storytelling becomes a standard in gaming.

For now, Givaudan has done something rare: they’ve made scent feel exciting, adventurous—even cool. And in a world where every brand is vying for attention, that’s no small feat.

So, is the next big thing in gaming… sniffing? Maybe. And if so, it’s about time we all stopped and smelled the Guardians of Memories.