Roblox is an online gaming platform that has taken the world by storm in recent years. With over 164 million monthly active users, Roblox has become a cultural phenomenon and a household name for many young people. The platform is essentially a virtual playground where users can create and play games and connect with other players.
The focus on user-generated content has resulted in an ever evolving collection of games that keeps players engaged and coming back for more. Brands have recognized the massive audience on Roblox and have begun to integrate their products and services into the platform in creative ways.
Brands can attract attention on the Roblox platform by creating custom experiences or virtual worlds, such as Nike's Nikeland: an interactive gaming experience that allows players to customize their avatars with Nike products, participate in virtual sports challenges, and even design their own Nike sneakers. Nike's Nikeland also features limited-time events and exclusive virtual items that players can collect.
However, developing a full game is expensive and time-consuming. Instead, brands can engage with Roblox users by integrating them into existing games. Integrations into games have a shorter development time and it costs less to rent space in an existing game. Of particular interest is that by leveraging existing traffic data, brands can predict what they will receive for their investment. This allows brands to make informed decisions and invest their resources wisely on the Roblox platform.
To connect with their audience in the virtual world, brands can use several strategies.
Product integration
Brands can integrate their real-world products and sell them in the virtual space. A notable example of this is luxury fashion label Gucci, which made headlines after selling a virtual handbag on Roblox at a higher price than the physical version of the bag.
Virtual event marketing
Creating and promoting events in a virtual environment has gained popularity due to the COVID-19 pandemic. A notable example of this is Chipotle Mexican Grill, which used a virtual restaurant on Roblox to give away $1 million in burritos after the pandemic forced the brand to cancel its traditional promotion, where customers who came to one of its restaurants wearing a costume received free burritos.
Another example is Home Depot, which took its kids' workshop to the next level by introducing a virtual kids' workshop. For many years, Home Depot has offered free in-store workshops for kids to learn how to build things like birdhouses or planters. By integrating this experience into Roblox, the home improvement retailer has entered the metaverse and reached its target audience where they are.
Cross-Promotion and Limited Edition Merchandise
Brands can incorporate their virtual experiences on Roblox into their real-world marketing efforts. Or create limited edition merchandise that is only available to players who participate in their virtual experiences on Roblox.
In-Game rewards and Real-World Experiences
Brands can offer real-world rewards to players who participate in their virtual experiences on Roblox. Or offer real-world experiences related to their virtual offerings.
Overall, bridging the gap between virtual and reality is about creating a seamless connection between the two worlds. By offering real-world rewards, limited edition merchandise, and real-world experiences, brands can create a tangible connection with their audience, and deepen their engagement with their virtual offerings on platforms like Roblox.