Roblox - The underestimated digital playground for brands

While many companies still consider social media as the main field of action and communication for their marketing strategies, another platform is taking the hearts of the youngest generation by storm: Roblox. This virtual universe, which sees itself as a mixture of gaming platform, social network and content creation hub, offers brands and stores a unique opportunity to reach young target groups in an innovative way.

More than just a game

Roblox is no ordinary gaming platform. The colorful, block-like world invites millions of young people to create their own avatars, dress them up with digital branded products, chat with friends and immerse themselves in endless mini-games. The platform also allows users to express their own creativity and create digital worlds. The concept is catching on: The user base is growing rapidly and the Dwell time is impressive: With 71.5 million daily active users and an average time spent on the site of 78 hours per month, Roblox even clearly outperforms the top dog TikTok.

Brands discover Roblox as a new channel

The high number of users and intensive engagement make Roblox an increasingly attractive target for brands and advertising placements. Even if the Gamification-aspect has often found its way into marketing strategies, more and more companies are now recognizing the potential of this platform to appeal directly to young target groups (especially Gen Z and Gen Alpha). Whether by placing them in popular games or creating their own virtual worlds, the possibilities are endless. In the first quarter of 2024 370 Brand activations were counted on Roblox. This means that in the first quarter alone, a smorgasbord of games, virtual concerts and advertising for brand products was presented.

Getting started in the Roblox world is comparatively easy for brands. In addition to paid campaigns, companies can also start with free video ads. Mark Bambury, Senior Director Brand Partnerships at Roblox, emphasizes"Roblox can be used by brands as an interface between entertainment, gaming, communication and creativity."

Examples from practice

Two prominent examples of successful brand activations are "JBL Land" and Nivea's mini-game "Nivea Tower Run". These show us how companies can use the special atmosphere of Roblox to make their brand more tangible and approachable while inspiring young target groups.

In "JBL Land", users can listen to their favorite music in various areas, take part in virtual concerts and equip their own avatars with JBL products. In various mini-quests in mini-games, you can also receive exclusive discounts in the store and unique equipment for your own avatar. In Nivea's Tower Run, players have to master the virtual parkour and obstacle course as quickly as possible. The fastest users win prizes, equipable items or extra discounts for Nivea's products.

Both Nivea and JBL show that Roblox can be used for different marketing objectives. Whether increasing brand awareness or creating an immersive brand experience - many things are possible on Roblox.

Conclusion

Roblox is more than just a trend. The platform offers brands a unique opportunity to reach young target groups in a fun and interactive way. But do these mini-games have a real impact? The simple answer: yes. Because they help to anchor the brands in the minds of the young target group as a lifestyle brand and to position themselves as modern and relevant. But to be successful on Roblox, creativity is required: brands need to build an emotional connection with their customers through interactive experiences, games and virtual worlds and develop innovative ideas that inspire users. If you want to reach the younger generation, Roblox should definitely be on your radar.