Why Brands Are Turning to Roblox to Reach Gen Z

Why Brands Are Turning to Roblox to Reach Gen ZWhy Brands Are Turning to Roblox to Reach Gen Z

Roblox, a global online platform that brings millions of people together through play, has become a new frontier for brands seeking to engage with a younger demographic. With over 70 million daily active users, Roblox offers a unique opportunity for brands to connect, create, and inspire in new ways.


What is Roblox?


Roblox is a multiplayer online game platform that provides users with the tools and resources they need to create their own games, which can then be shared and played by others, as well as host their events that thousands of users around the globe can join. This has resulted in a vast and diverse library of games, ranging from simple obstacle courses to complex RPGs.


Roblox’s Benefits for Brands


Engaging with a Younger Demographic


Roblox’s user base is predominantly made up of Gen Z and younger millennials, with 58% of users under the age of 16. Roblox is a global platform, with users from all over the world. In fact, only 37% of Roblox daily active users are based in the US, Canada, or Europe.


The platform’s wide range of immersive experiences, which users can not only participate in but also build themselves, is what keeps users engaged and coming back for more. Roblox’s collection of over 4 million active immersive activities spans gaming, socializing, virtual concerts, sports, fashion shows, etc. Brands that enter the Roblox space can make use of the activities to engage with target demographics.


Creating Immersive Brand Experiences


Roblox allows brands to create immersive and interactive experiences that go beyond traditional advertising. The service even provides immersive ads that are integrated within the game experiences, so they’re not as intrusive as traditional ads. They come in two types: Image Ads and Portal Ads, and are tailored to the user, so they’re more relevant and engaging. Plus, Roblox also offers Video Ads that can reward users for watching them. All of these ad options are a great way for brands to make the younger demographic’s interactions with them a unique and memorable experience.


High User Engagement


The range of activities on Roblox translates into high engagement, with users spending an average of 2.4 hours per day on the platform. This high level of engagement provides brands with plenty of opportunities to expose users to their brands and products. The nature of brand-user interactions on Roblox is also more in-depth, as users are spending a significant amount of time on the platform. This is in contrast to social media advertising, where users may only spend a couple of seconds on an ad. The longer and more meaningful interactions on Roblox can lead to stronger brand awareness and loyalty among users.


The Power of User-Generated Content


Roblox is a platform that thrives on user-generated content (UGC). Brands can leverage this by encouraging users to create and share content related to their brand or product. This not only provides brands with free marketing but also helps to create a sense of community and ownership among consumers. For example, brands can host in-game events or contests that reward users for creating and sharing the best UGC. This not only drives engagement and awareness but also provides brands with valuable insights into what resonates with their target audience.

Brands Embracing the Roblox Universe


Nike


In 2021, Nike launched its first-ever virtual world, NIKELAND, on Roblox. This immersive space allows users to play games, design their own virtual Nike products, and interact with professional athletes. NIKELAND is a prime example of how brands can create engaging and interactive experiences within the Roblox universe. By leveraging the platform’s capabilities, Nike was able to extend its brand presence into the digital world and create a unique experience for its younger audience.


NHL


NHL Blast was another hugely successful project from a major brand on Roblox. It garnered over 10 million visits in the first three months. The virtual environment, which included different activities, allowed users to experience the NHL from the comfort of their homes. The project aimed to grow the sport and reach a new audience on Roblox. NHL Blast remains the most popular branded sports experience on the platform and served as an effective means of reaching younger audiences beyond the NHL’s traditional markets.


Paramount


Paramount promoted Teenage Mutant Ninja Turtles: Mutant Mayhem on Roblox with an immersive trailer ad campaign that transported users to the movie for a pizza party. The campaign had 1.7M visits and Paramount also launched a persistent experience, TMNT Battle Tycoon, with 5.2M visits. The campaign resulted in 369K virtual item redemptions and 16K favorites from users. The company is using Roblox to create immersive experiences for TMNT fans and the campaign exceeded its goals, resulting in off-platform engagement and media recognition.


H&M


H&M partnered with Roblox to promote sustainability and reach Gen Z. They used Immersive Ads to drive traffic to their Loooptopia experience, resulting in 97% net new users and 587K portaled visitors. The campaign also generated 22K incremental hours of engagement. H&M’s Global Director, Helena Kuylenstierna, stated that the goal of Loooptopia was to encourage sustainable actions and positively impact self-expression.


Conclusion


By embracing the Roblox universe, brands can build brand loyalty, increase brand awareness, and engage with new demographics. The platform’s growing influence promises a great deal of potential for brand marketing. As more companies join the Roblox bandwagon, it will be interesting to see how they leverage the platform’s capabilities and create unique and memorable experiences for their consumers.

Roblox, a global online platform that brings millions of people together through play, has become a new frontier for brands seeking to engage with a younger demographic. With over 70 million daily active users, Roblox offers a unique opportunity for brands to connect, create, and inspire in new ways.


What is Roblox?


Roblox is a multiplayer online game platform that provides users with the tools and resources they need to create their own games, which can then be shared and played by others, as well as host their events that thousands of users around the globe can join. This has resulted in a vast and diverse library of games, ranging from simple obstacle courses to complex RPGs.


Roblox’s Benefits for Brands


Engaging with a Younger Demographic


Roblox’s user base is predominantly made up of Gen Z and younger millennials, with 58% of users under the age of 16. Roblox is a global platform, with users from all over the world. In fact, only 37% of Roblox daily active users are based in the US, Canada, or Europe.


The platform’s wide range of immersive experiences, which users can not only participate in but also build themselves, is what keeps users engaged and coming back for more. Roblox’s collection of over 4 million active immersive activities spans gaming, socializing, virtual concerts, sports, fashion shows, etc. Brands that enter the Roblox space can make use of the activities to engage with target demographics.


Creating Immersive Brand Experiences


Roblox allows brands to create immersive and interactive experiences that go beyond traditional advertising. The service even provides immersive ads that are integrated within the game experiences, so they’re not as intrusive as traditional ads. They come in two types: Image Ads and Portal Ads, and are tailored to the user, so they’re more relevant and engaging. Plus, Roblox also offers Video Ads that can reward users for watching them. All of these ad options are a great way for brands to make the younger demographic’s interactions with them a unique and memorable experience.


High User Engagement


The range of activities on Roblox translates into high engagement, with users spending an average of 2.4 hours per day on the platform. This high level of engagement provides brands with plenty of opportunities to expose users to their brands and products. The nature of brand-user interactions on Roblox is also more in-depth, as users are spending a significant amount of time on the platform. This is in contrast to social media advertising, where users may only spend a couple of seconds on an ad. The longer and more meaningful interactions on Roblox can lead to stronger brand awareness and loyalty among users.


The Power of User-Generated Content


Roblox is a platform that thrives on user-generated content (UGC). Brands can leverage this by encouraging users to create and share content related to their brand or product. This not only provides brands with free marketing but also helps to create a sense of community and ownership among consumers. For example, brands can host in-game events or contests that reward users for creating and sharing the best UGC. This not only drives engagement and awareness but also provides brands with valuable insights into what resonates with their target audience.

Brands Embracing the Roblox Universe


Nike


In 2021, Nike launched its first-ever virtual world, NIKELAND, on Roblox. This immersive space allows users to play games, design their own virtual Nike products, and interact with professional athletes. NIKELAND is a prime example of how brands can create engaging and interactive experiences within the Roblox universe. By leveraging the platform’s capabilities, Nike was able to extend its brand presence into the digital world and create a unique experience for its younger audience.


NHL


NHL Blast was another hugely successful project from a major brand on Roblox. It garnered over 10 million visits in the first three months. The virtual environment, which included different activities, allowed users to experience the NHL from the comfort of their homes. The project aimed to grow the sport and reach a new audience on Roblox. NHL Blast remains the most popular branded sports experience on the platform and served as an effective means of reaching younger audiences beyond the NHL’s traditional markets.


Paramount


Paramount promoted Teenage Mutant Ninja Turtles: Mutant Mayhem on Roblox with an immersive trailer ad campaign that transported users to the movie for a pizza party. The campaign had 1.7M visits and Paramount also launched a persistent experience, TMNT Battle Tycoon, with 5.2M visits. The campaign resulted in 369K virtual item redemptions and 16K favorites from users. The company is using Roblox to create immersive experiences for TMNT fans and the campaign exceeded its goals, resulting in off-platform engagement and media recognition.


H&M


H&M partnered with Roblox to promote sustainability and reach Gen Z. They used Immersive Ads to drive traffic to their Loooptopia experience, resulting in 97% net new users and 587K portaled visitors. The campaign also generated 22K incremental hours of engagement. H&M’s Global Director, Helena Kuylenstierna, stated that the goal of Loooptopia was to encourage sustainable actions and positively impact self-expression.


Conclusion


By embracing the Roblox universe, brands can build brand loyalty, increase brand awareness, and engage with new demographics. The platform’s growing influence promises a great deal of potential for brand marketing. As more companies join the Roblox bandwagon, it will be interesting to see how they leverage the platform’s capabilities and create unique and memorable experiences for their consumers.

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Alex Kozlov is a co-founder and partner at THE REACH.

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