Its initial group of signed partners includes “early adopters who are already setting the standards of marketing in immersive spaces and are close to the Roblox ecosystem today”, including Dentsu, Dubit and Vayner3. At Cannes, Roblox heavily pushed its new partner program, designed to bring more advertisers into the self-serve fold. Many other ‘metaverse’ platforms allow the use of their creative tools for UGC and brands from all sectors have used that to effectively self-serve their own marketing experiences. It has just introduced experiences and worlds that are restricted to anyone under 17, for example, to cater to the 38% of Roblox ’s users aged 17 and older in 2022.īrands also have options when it comes to building the experiences on the platform. First and foremost is the fact that Roblox’s audience has aged up with the platform and is, therefore, older than might be expected. She says that a second part is about emphasizing the variety of options that brands – and in particular sports brands – have when choosing to market themselves on Roblox. “We’re not talking about the metaverse,” she says, “we’re talking about UGC”.
Part of that process is about de-emphasizing the term ‘metaverse’, which carries with it some expectations, and instead reprioritizing Roblox itself as a platform in its own right.
To that end, she explains that Roblox’s presence at conferences like SEG3 is in service of providing education for brands about the benefits of a long-time presence on the platform. While she believes those time-sensitive activations have a place, she says brands should “have a presence on Roblox, just as they do on Instagram”.įor example, the platform’s pre-existing WimbleWorld experience is continuing in the run-up to this year’s tennis tournament after a first showing last year. Pei says that her hope is that brands increasingly think of Roblox as a platform on which they need a permanent presence, rather than solely dipping in and out around big events.
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