A new age of digital advertising is here, and Roblox is leading it!
Roblox, which started in 2006 as a game creation and online game platform, has become the go-to choice for some of the biggest brands to reach the GenZ and Gen Alpha audience to promote their products — and it's working!
As we usher in a new age of digital advertising, we are seeing more and more in-game advertising that some might consider obnoxious, but for brands, it has been working and producing results, whereas many users engaging with these brands through in-game advertising are more satisfied.
A prime example is how Fortnite has pulled some of the biggest brands to advertise their products, brand names, and other things through in-game advertising.
But while Fortnite presents many unique opportunities for advertisers, Roblox is a level ahead by allowing brands to create their own experiences on its platform tailored to the audience they seek to focus on.
In a recent blog post, Roblox pointed out some of the promising results that brands have been getting via their platform. According to the post, "75% of Roblox users say they are more likely to notice brands that advertised on Roblox vs. elsewhere."
Moreover, the video ads within the different experiences on Roblox "generate impact across key brand objectives." Two of the most recent examples of this are IKEA: The Co-Worker game by IKEA and Despicable Me 4 Heist Obby by Universal Pictures.
IKEA: The Co-Worker is a game focused on two areas: making an IKEA Showroom ready for customers in a given time while helping customers find the perfect product. On the other hand, you can also maintain a Swedish Bistro and Market.
The brand even posted a job listing, hiring people from the UK and the Republic of Ireland to work as in-game workers and get paid. While they got positive responses on the job application, the game got more than 400k visits in just four days.
That said, even Universal Pictures' approach to advertising their upcoming Despicable 4 movie on Roblox via their own handcrafted experience has paid off, as the game has got more than 7.1 Million visits in just two days.
As soon as you enter the game, you find a big in-game video ad for it and a ton of other things that engage the players with the brand. As time passes, we will see more and more brands promote their products on Roblox, which makes sense seeing the positive results.