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Brands talk Roblox: shaping the future of consumer engagement and commerce
With nearly 80M people spending millions of hours on Roblox daily — including a deeply engaged Gen Z audience not active on other platforms—there is a clear opportunity for brands to reach and engage new consumers where they are. In this session, sports, entertainment, and beauty brand leaders who have activated in a number of innovative ways on Roblox discuss their learnings and how they have driven brand success by unlocking fandom, commerce, loyalty and deep brand engagement on the largest immersive platform.
With over 400 brand activations on Roblox, more and more brands are realizing the opportunity to reach some of the most coveted consumer audiences on the platform where they spend time. Forward-looking brand strategies are leveraging the Roblox virtual economy and creative activations to engage with the platform’s global community of users, creators, and developers. In 2024, this includes bringing the 2024 Paris Olympics and Team USA House to the platform, along with early commerce tests opening up opportunities for brands like e.l.f. and Warner Bros. to tap into existing shopping behaviors and get Gen Z consumer attention on Roblox. As the platform’s user base continues to grow and evolve, how should brands navigate this new space, leveraging early insights and tests to reach their goals? Hear from leading brands in beauty, sports, and entertainment—as well as from Roblox—how the future of commerce, brand engagement and fandom is being redefined in immersive spaces.
With over 400 brand activations on Roblox, more and more brands are realizing the opportunity to reach some of the most coveted consumer audiences on the platform where they spend time. Forward-looking brand strategies are leveraging the Roblox virtual economy and creative activations to engage with the platform’s global community of users, creators, and developers. In 2024, this includes bringing the 2024 Paris Olympics and Team USA House to the platform, along with early commerce tests opening up opportunities for brands like e.l.f. and Warner Bros. to tap into existing shopping behaviors and get Gen Z consumer attention on Roblox. As the platform’s user base continues to grow and evolve, how should brands navigate this new space, leveraging early insights and tests to reach their goals? Hear from leading brands in beauty, sports, and entertainment—as well as from Roblox—how the future of commerce, brand engagement and fandom is being redefined in immersive spaces.
Speakers
Key Takeaways
- Gen Z consumers are hard to reach through traditional 2D media, so brands are reaching them where they spend time - in immersive social spaces.
- Immersive & gaming platforms are becoming a part of the key marketing channel mix.
- Testing and learning is a crucial element of getting the right fit for your brand. Plus, the importance of listening to community feedback and iteration is hard to underestimate.
- The most important things brands need to know to successfully activate engaging experiences on Roblox.
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