The Unmatched Potential of Roblox in 2024: A Brand's Playground
It's time for brands to be brave and take a leap into the vibrant, dynamic world of Roblox, a social media platform where millions gather for experiences that go beyond mere gaming. With its staggering 313 million users and unparalleled engagement, Roblox has emerged as the next frontier for brands seeking to connect with audiences in an immersive and unforgettable way.
But what truly makes Roblox so special? It's all about the community and the ROI. Unlike other platforms, Roblox fosters a deep emotional connection between users and brands. Think of it as a virtual playground where friendships are formed, memories are made, and emotions run high. And guess what? Brands get to be a part of it all.
Imagine, your campaign reaching 69 million active, engaged users, interacting with your brand and even buying your digital products. Sounds like a dream, right? Well, that's the reality of Roblox. In fact, studies show that ROAS on Roblox can be 13-17x higher than on platforms like TikTok or Snapchat. This is the power of community driving impact, and Roblox delivers it in spades.
Why does Roblox work so well?
It's all about bridging the gap between the real and digital worlds. This unique blend allows brands to forge authentic connections with audiences that simply aren't possible on other platforms.
Here's the why:
- Accessibility: Roblox is free to play, meaning virtually anyone with an internet connection can join the fun. This opens up a vast, untapped market for brands to explore.
- User-Generated Content (UGC): Roblox empowers users to create their own content, including 3D items and entire worlds, on behalf of brands. This fosters a sense of ownership and loyalty that traditional marketing campaigns simply can't match.
- Interactive Experiences: Forget passive scrolling. On Roblox, users can interact with brands in 3D, exploring virtual worlds, trying on digital accessories, and engaging in immersive experiences that go far beyond traditional advertising.
- Measurable Impact: Unlike the black box of other platforms, Roblox provides precise data on user engagement and interaction. This allows brands to track their progress and optimize their campaigns for maximum impact.
Which brands should activate on Roblox?
All of them. Roblox offers an exciting platform for both established and up-and-coming brands. It serves as an avenue for brands to reposition themselves (Forever 21) and for iconic brands like Nike or Walmart to explore and innovate in new spaces.
Organically, Roblox provides brands in all the verticals with valuable insights to gauge their suitability for the platform. From unofficial UGC items to entire worlds and videogames created on behalf of brands by native creators, these variety of insights can guide companies to understand how suitable they are for the platform.
Just last month, a Roblox game marked a million flights in an unofficial branded flight experience for Ryanair! Here at B3 we are already daydreaming how the bold marketing team at Ryanair (you should check their social media channels if you haven’t) is going to take advantage of this opportunity.
Should your brand be on Roblox?
The answer is a resounding yes. Whether you're a seasoned player or just starting out, Roblox offers an exciting opportunity to connect with your audience in a way that's both meaningful and measurable.
Proof-Of-Concept: Successful activations on Roblox have garnered over 18 million visitors within a single month. This is a testament to the platform's ability to connect brands with a massive and highly engaged user base.
Brand building and discovery case study
In early 2023, Forever 21 and Mattel took a chance and collabed to create a virtual world in which Roblox users could play, and purchase products like beanies to match their avatars. To achieve a similar level of impact on TikTok, an equivalent campaign would cost roughly $12.3 million. These figures speak for themselves.
Why did the campaign work?
Not only did Mattel/Forever 21 sell their product, but given their deep understanding of their community on the platform, they were able to tap into a digital world and engage with their audience in a meaningful way that media sites couldn’t help but talk about. Think we’re kidding?
The Media Frenzy
The activation generated more than 500 articles that covered all angles of the experience, expanding the reach of the campaign way beyond the Roblox space.
Innovation creates PR opportunities. Given the impressive statistics, and the potential integration of AI, digital fashion and 3D virtual worlds, the media are eager to cover these events.
Want to take the leap?
We're here to help. Let's chat about how you can leverage the power of Roblox to build deeper connections and achieve your brand goals.
This is your chance to create impact and leave a lasting impression, an invitation to forge indelible connections within a thriving digital community. Success here will be the difference between brands that win or lose the next great technological transitions; a life-changing imprint on your audience.
Cheers,
Pablo