Unlock Innovative Campaigns With Roblox
Aug 19, 2024
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.