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How Joining the Metaverse Can Boost Your Brand Awareness

You might have heard of the virtual universe that is Roblox, maybe you even joined a game on the platform - or at least you saw kids play one. It has become quite a phenomenon, yet many of us have no clear idea of its workings, let alone the benefits. Let us introduce you. In this article we will outline the main reasons why Roblox is an interesting tool for your business. 

About: the verses of Roblox 

Roblox is an online platform that allows users to create, share, and play games created by other users. Launched in 2006, Roblox has grown to become a significant player in the gaming industry, with millions of active users worldwide. The platform is not just a game in itself, but a metaverse - or multiverse if you like. The platform offers a multitude of experiences to engage with, ranging from simple games to complex simulations, social hangouts, live  concerts, ... Its appeal spans across age groups, though it is particularly popular among younger audiences (Gen Z and Gen Alpha).

Advantages: reach & brand awareness

1. Massive Engaged User Base: 

Roblox has over 200 million monthly active users (1), with a significant portion of them spending considerable time on the platform. This highly engaged audience presents a unique opportunity for brands to reach potential customers in an environment where they are already actively participating.

2. Immersive Branding Opportunities: 

The immersive nature of Roblox allows brands to go beyond traditional advertising methods. Instead of static ads, brands can create fully interactive and immersive experiences. This could include virtual stores, branded game challenges, or even virtual concerts and events. Such experiences can create deeper connections with users compared to traditional advertising. 
However, recently Roblox enabled branded video content as well (2), thus making the 3D immersive aspect no longer a prerequisite for advertisers. This evidently makes it more accessible to a wider range of brands. Many fashion and cosmetics companies joined the Roblox verse with purchasable in-world items. Some recent examples are the $20,000 Adidas necklace or the Pride-themed makeover of the Givenchy Beauty House (3).
Allowing brands to use 2D visuals, for example a commercial video playing on a billboard in the Verse, draws a parallel with the physical world that makes sense. Both to the audience who is used to consuming ads this way, as well as for the brands who know these classic ways to approach their audience really well. 

The branding opportunities are divided by Roblox over the following solutions: advertising, experiences, integrations, shopping experiences and virtual goods. By introducing video ads, Roblox intends to attract more brands, increasing the commercial value for companies wanting to extend their classic ways of advertising while not having the prerequisite of going 3D all the way. 

3. Roblox Economy: 

With Robux, the platform has its own economy driven by this virtual currency. Brands can leverage this economy by selling branded virtual items, accessories, or exclusive content. Limited edition items and exclusivity can drive significant engagement and brand loyalty.

4. User-Generated Content (UGC):

Roblox is built around user-generated content, with millions of games and experiences created by its community. This UGC model allows brands to engage with users in creative ways, such as through branded games, virtual items, and events. Brands can partner with Roblox developers to create unique experiences that resonate with the platform’s audience.

5. Targeting Younger Audiences: 

Roblox is particularly popular among Gen Z and Gen Alpha, making it an ideal platform for brands looking to reach these young age groups. Understanding how to communicate and engage with this audience can be crucial for brands targeting a younger audience.

6. Data and Insights: 

Roblox offers brands a wealth of data and insights (4) about user behaviour, preferences, and trends within the platform. By analysing this data, brands can refine their marketing strategies, tailor their messaging, and create more effective campaigns.

7. Collaborations and Partnerships: 

Many brands have successfully collaborated with Roblox developers or launched official branded experiences, such as the recent announcement of the Dress to Impress collab with Charli XCX (5). These collaborations can lead to viral marketing success, leveraging the social nature of the platform where users share their favourite experiences with friends.

8. Cross-Promotion and Multi-Platform Engagement:

Roblox's presence on multiple devices (PC, mobile, consoles) allows brands to create cross-platform campaigns that reach users wherever they are. Integrating Roblox experiences with social media campaigns, influencer partnerships, and other digital marketing efforts can amplify a brand’s reach.

In summary, Roblox offers a dynamic and versatile platform for brands to create innovative, engaging, and immersive experiences. Its vast, engaged user base and the ability to integrate into a vibrant digital economy make it an attractive space for branding agencies looking to tap into new and creative ways of connecting with audiences.

References: 
1. Roblox Statistics For 2024 (Active Players, Revenue & Usage). January 2024. Article. 
2. Roblox video ads announcement. Link.
3. “Adidas’ $20K Roblox necklace marks new era for fashion and gaming”. June 2024. Article.
4. See Roblox for Brands. Link. 
5. Roblox: Dress To Impress - Everything Included In The Brat Update. August 2024. Link.

Klank de Kleuren (Tone the colours) / Zonzo project 3/3

Tone the colours is a spatial sound experience to be enjoyed in a group. By means of a silent disco setup three different groups are created, each corresponding to a specific colour and audio channel. Choreographer Karolien Verlinden designed a movement concept and matched it with the custom audio by singer and multi-instrumentalist Lynn Cassiers.

credits
movement concept Karolien Verlinden
music Lynn Cassiers
production Zonzo Compagnie
with support from the Flemish Government

Tone the colours is part of a special research project on the behalf of Zonzo Compagnie, well-known for their music-theatre productions internationally. The research and development was supported by the Flemish Government. Check out Zonzo Compagnie’s agenda to see when you join in!
Geert finished working on this research project in 2024.

Hip Hub - Zonzo project 2/3

A word on the Hip Hub project feels in place since this was a very interesting journey bringing together musicians as well as sound engineers and experts of the digital and immersive domain. In essence the Hip Hub is a setup that invites you to interact with musicians in a virtual world. As a participant you decide the intensity of each instrument by making grand gestures, composing your unique piece.

The main challenge was a question of balance. How to weigh up the importance of the sound - for which the initiator Zonzo Compagnie is known - against the visual experience, and what to do with the immersive aspect. Since the project needed an interactive design that was accessible for families, the limits of VR glasses presented themselves. Opting for this motion caption system we could make an extended experience that could be shared even when only a few people are at the controls.

Chronophone - Zonzo Compagnie project 1/3 -

Involving spatial sound design and visually appealing devices, we helped develop an augmented auditive experience, the so-called ‘Chronophone’.

©Karolina Maruszak 

Focused on a young audience, Zonzo Compagnie developed an outdoor sonic tour using a smartphone application. A wonderful team helped us to bring this majestic project to life: componist/producer/soundscape artist Jo Thielemans, media artist and SFX developer Gertjan Biasino & developer Ignacio Pecino.

The ‘Chronophone’ challenged our creative thinking since it had to speak to children visually, impress them soundwise and be durable as well. With our cross-media loving mind we got involved in coördinating the process but also in designing the cases for the smartphones and the playful elements on the headsets. We painted and assembled the cases with the 3D printed components, safety straps, a decorative antenna and a fun spirit level.

©Geert De Coninck

The Chronophone was created during a special research project on the behalf of Zonzo Compagnie, well-known for their music-theatre productions internationally.  Check out Zonzo Compagnie’s website to see when you can go on this inspiring soundtour in your neighborhood!

Discover more Extended Reality projects. 

The research and development was supported by the Flemish Government.
Geert finished working on this research project early 2024.

We created a reconstruction of a London skatepark using the 3D Gaussian Splatting technique.

This recent and popular volume rendering method brings to life the actual location we captured on site. 

In essence the image is constructed out of numerous particles - like, millions - which are rasterized gaussians. These 3D gaussians with their own position, scale, color and transparency are then ‘splatted’ into a renderable 2D unit. Learn details on the process in this article.

A first experiment, more to come!

Note: Mobile performance is limited, see the volume on desktop for the best experience. Scroll & zoom to discover the details of this scene.

3D Gaussian Splatting - London skatepark. Scanned by Geert De Coninck.

Creating in-depth conversation and ear-soothing audio.

The Arties team offers services that bring your audio to the next level: high quality recordings; montages; and sonic brandings.

Are you looking to tell new stories or create an in-depth podcast headlining your products and services? We make sure your voice is being heard, providing consistent, yet remarkable sound.

Through sonic branding we translate your identity in memorable tunes, bringing your story and target audience closer together.

Let's hear your scenario

The metaverse is a term used to describe a virtual reality space that is shared by multiple users. It is a virtual world that exists beyond the boundaries of individual devices or computers, and can be accessed by anyone with an internet connection.

The metaverse can be thought of as a digital extension of the real world, where users can interact with each other and with virtual objects and environments in real time. It can be used for a variety of purposes, such as gaming, socializing, education, and even commerce.

One of the key features of the metaverse is its ability to allow users to create and customize their own virtual avatars, which can be used to represent them in the virtual world. These avatars can be used to interact with other users and the virtual environment, and can be customized with different clothes, accessories, and other virtual items.

The metaverse is still in its early stages of development, but it is expected to become an increasingly important part of our digital lives in the future. Many experts believe that it has the potential to revolutionize how we interact with each other and with the digital world, and could potentially become a major part of our economy and society.

Creative content creation is the process of creating original and engaging content for various platforms and purposes. This can include written content, such as blog posts, articles, and social media updates; visual content, such as graphics, illustrations, and photographs; and multimedia content, such as videos, podcasts, and interactive media.

The goal of creative content creation is to effectively communicate a message or brand identity, engage and inform an audience, and inspire action. It can be used for a wide range of purposes, including marketing, advertising, education, entertainment, and more.

Creative content creation requires a combination of creativity, strategy, and technical skills. It involves researching and understanding the target audience, identifying the goals and objectives of the content, and developing and executing a plan to bring the content to life. It also involves staying up to date on industry trends and best practices, and continuously evaluating and refining the content to ensure it is effective and relevant.

Effective creative content creation can help businesses and individuals connect with their audience, build their brand, and achieve their goals. Whether you are creating content for your own purposes or on behalf of a client, the key is to put your audience first and strive for excellence in every aspect of the process.

Creative art creator & collector.

I am a professional creative content creator and worked with multiple brands for the past 15 years, using print, web and video as my key assets.

Geert De Coninck