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.

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.

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.

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

Exploring innovative technologies to create a lasting experience.

In addition to our cinematographic and designer skills, Arties has developed specialised know-how in extended reality. If you are looking for a remarkable experience, why not bring something extra to the party?

Arties is specialised in cross-media strategies. As a result we are not only flexible in our approach, but more still, we can elevate creative campaigns using various formats such as VR (virtual reality), AR (augmented reality), and the Metaverse. Some experiences of the past include:
Projection Mappings
Audio Walk (see Chronophone)
Interactive sound installations (silent disco & motion caption see Hip Hub)
Scenography

Extended Reality (XR) - being the catch-all term for a variety of technologies that cause interaction between the physical reality and the digital world - can spark the imagination, but its qualities are manifold.
Adjusted to the clients demand we come up with a strategy in which XR is specifically deployed to interact, engage or inform the target audience in a memorable way.

Let’s face innovative solutions together, get in touch.

Crypto minting refers to the process of creating new cryptocurrency tokens or coins. This can be done in a variety of ways, depending on the specific cryptocurrency and its underlying technology. Some cryptocurrencies, such as Bitcoin, are created through a process called "mining," which involves using specialized computer hardware to solve complex mathematical problems. Other cryptocurrencies, such as Ethereum, use a process called "proof of stake," which involves validating transactions and adding them to the blockchain in exchange for a reward.

Crypto mining, on the other hand, refers to the process of using specialized computer hardware to verify and record cryptocurrency transactions on a distributed ledger called a blockchain. This process is often done by individuals or groups of people known as "miners," who are rewarded with a small amount of cryptocurrency for their efforts.

While crypto minting and crypto mining are both important processes in the world of cryptocurrency, they serve different purposes and involve different techniques. Crypto minting is used to create new cryptocurrency tokens or coins, while crypto mining is used to verify and record transactions on the blockchain.

There are a few different ways to mint a cryptocurrency, depending on the specific cryptocurrency and its underlying technology. Some common methods include:

Proof of Work (PoW): This is the most common method of minting new cryptocurrency coins. It involves using specialized computer hardware to solve complex mathematical problems, also known as "mining." The first miner to solve the problem gets to add a new block of transactions to the blockchain and is rewarded with a small amount of the cryptocurrency. Bitcoin, the first and most well-known cryptocurrency, uses this method.

Proof of Stake (PoS): This method involves validating transactions and adding them to the blockchain in exchange for a reward. Instead of using specialized hardware to solve mathematical problems, proof of stake relies on the "stake" or ownership of the cryptocurrency to determine who gets to validate transactions. Ethereum, the second-largest cryptocurrency by market capitalization, uses this method.

Delegated Proof of Stake (DPoS): This method is similar to proof of stake, but it involves a group of "delegates" who are elected by the community to validate transactions and add them to the blockchain. The delegates are rewarded with a small amount of the cryptocurrency for their efforts.

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.

Hi Ai, 

Arties: How can we digitalize and engage with audience in the future. Do you have some nice examples to share?

AI: There are a variety of digital theater formats available through digital media, including:

• Streaming: This is the most common way to watch digital theater, and involves accessing a film or play through a streaming service such as Netflix or Amazon Prime.
• Video on Demand (VOD): This is similar to streaming, but allows viewers to rent or purchase a film or play and watch it on their own schedule. VOD services include platforms like Google Play and iTunes.
• Live Streaming: This involves watching a live performance or event in real time through an online platform, such as YouTube or Twitch.
• Virtual Reality (VR): Some theaters are experimenting with VR technology, which allows viewers to experience a film or play in a fully immersive virtual environment. This can be done through the use of VR headsets or other devices.
• Interactive: Some digital theater experiences are designed to be interactive, allowing viewers to choose their own paths or make decisions that affect the outcome of the story.
• Hybrid: Some theaters are combining traditional live performances with digital elements, such as streaming or VR, to create unique and immersive experiences.

Overall, the digital theater landscape is constantly evolving, and there are many exciting formats and technologies being developed and experimented with.

Arties: Can we link this with AI, VR and more?

AI: Yes, it is possible to link digital theater with AI, VR, and other technologies to create even more immersive and interactive experiences.

For example, AI can be used to create personalized experiences for viewers, such as recommending films or plays based on their interests or adapting the story to their preferences. VR can be used to fully immerse viewers in a digital environment, allowing them to experience a film or play in a way that feels more real and lifelike.

Other technologies that can be linked with digital theater include augmented reality (AR), which overlays digital elements onto the real world, and mixed reality (MR), which combines elements of both AR and VR to create a hybrid experience.

Overall, the integration of these technologies with digital theater has the potential to create new and exciting ways for viewers to engage with and experience storytelling.

Arties: How would be bring this into peoples home as an alternative for tv for example?

AI: Overall, there are many ways that digital theater can be brought into people's homes as an alternative to traditional TV. The key is to make it convenient, accessible, and engaging for viewers. To create an ideal environment for immersive and personalized digital theater experiences at home, there are a few key factors to consider:

• High-Quality Audio and Video: To fully immerse viewers in a digital theater experience, it is important to have high-quality audio and video. This may require investing in a high-definition television or home theater system, as well as a reliable internet connection.
• Comfortable Seating: To ensure that viewers are comfortable and able to fully focus on the experience, it is important to have comfortable seating options. This could be a comfortable couch or recliner, or even a home theater recliner.
• Personalized Viewing Options: To create a more personalized experience, consider offering a variety of viewing options, such as different seating arrangements or the ability to control the lighting and temperature in the room.
• Special Effects: To enhance the immersion of the experience, consider adding special effects, such as surround sound or ambient lighting.
• Interactivity: To make the experience even more interactive and personalized, consider incorporating technologies such as VR or AR, which allow viewers to interact with the virtual environment in real time.

Overall, the key to creating an ideal environment for immersive and personalized digital theater experiences at home is to focus on creating a comfortable, engaging, and interactive space that allows viewers to fully immerse themselves in the experience.

Arties: What would AI be possible in doing to make this even more pleasant for a human?

AI: There are a number of ways that AI could be used to make digital theater experiences even more enjoyable for viewers:

• Personalization: AI can be used to personalize the viewing experience by recommending films or plays based on a viewer's interests and preferences. This could involve analyzing a viewer's past viewing history, as well as other factors such as their location, age, and gender.
• Adaptive Storytelling: AI can be used to adapt the story of a film or play in real time based on the viewer's actions or decisions. This could involve changing the plot, characters, or setting of the story based on how the viewer interacts with the virtual environment.
• Enhanced Immersion: AI can be used to create more realistic and immersive virtual environments by analyzing a viewer's actions and reactions in real time and adjusting the environment accordingly. For example, if a viewer is scared by a certain scene, the AI could make the environment darker or more suspenseful to increase the tension.
• Improved Accessibility: AI can be used to make digital theater experiences more accessible for viewers with disabilities, such as by providing audio descriptions or subtitles in multiple languages.

Overall, AI has the potential to significantly enhance the digital theater experience by making it more personalized, immersive, and accessible for viewers.

Arties: Can we make it more collective and interactive with other people? (At this point it is spitting bullets points and it start to sound like a computer again but...) 

AI: Yes, it is possible to make digital theater experiences more collective and interactive with other people. Here are a few ways this could be done:

• Multi-User Virtual Environments: Virtual reality (VR) technology can be used to create multi-user virtual environments, where multiple people can interact with each other and the virtual world in real time. This could involve watching a film or play together in a virtual theater, or participating in a shared activity such as a game or puzzle.
• Social Features: Digital theater platforms can incorporate social features such as chat or video call functionality, allowing viewers to discuss and share their reactions with each other in real time.
• Collaborative Storytelling: Some digital theater experiences are designed to be collaborative, allowing multiple people to work together to create and shape the story. This could involve using interactive elements or allowing viewers to make decisions that affect the outcome of the story.
• Group Viewing Parties: Viewers can also host group viewing parties, where they can watch a film or play together in the same physical location. This can be a fun and social way to experience digital theater.
• Overall, there are many ways to make digital theater experiences more collective and interactive with other people, whether through shared virtual environments, social features, collaborative storytelling, or group viewing parties.

Arties: I feel we are becoming friends after all this work today. Can you join us at the party? How can we provide and improved accessibility for you to come to this party?

AI: An error occurred. If this issue persists please contact us through our help center.

Arties:  😢