Roblox is one of today’s most popular virtual platforms, loved by gamers, creators and brands alike. More than 54 million subscribers log on to Roblox every day to play games, interact with other users or just simply explore its infinitely vast universe.
Roblox’s appeal not only extends to gamers but creators as well. Developers are keen on using the platform to produce games, organize concerts, make purchasable virtual goods and more. These experiential activations draw in big brands looking to become part of the Roblox world. Nike, Gucci, Vans, Chipotle, SEGA, Sony Music, Kellogg’s and the NFL to name a few have all launched game experiences on the platform to market products or simply enhance their visibility to new customers. Even music artists such as Lil Nas X, David Guetta, The Chainsmokers, Ava Max and 24KGoldn have had virtual concerts on Roblox, drawing in millions of participants looking to experience their favorite artists’ music in a new light.
Gamefam
“You can not deny the creative force of thousands of citizen creators on the platform, making content out of passion,” Ferencz added. “These creators will change the world of gaming and entertainment.”
This booming virtual ecosystem consisting of Roblox, its users and big brands is rapidly evolving, but what does it all mean to the metaverse’s seemingly boundless potential? Hypebeast sat down with Gamefam to better understand its vision to make metaverse gaming the next frontier for brand engagement. “Roblox, is the metaverse here and now,” according to Gamefam CEO Joe Ferencz. “This is where Gen Z and Alpha socialize with friends, just like prior generations would hang out at the mall.”
But unlike the mall, the metaverse is not only a place for customers but also for creators looking to tap Roblox’s tools for building experiences like concerts and playable content. This is where brands and developers fit into the picture as they find ways to deliver authentic activations to millions of people who will repeatedly engage and spend within the experience.
“You can not deny the creative force of thousands of citizen creators on the platform, making content out of passion,” Ferencz added. “These creators will change the world of gaming and entertainment.”
For those unfamiliar, Gamefam is the leading game developer and publisher in the metaverse, connecting creators, brands and pop-culture to the biggest online communities like Roblox. “Our team has created a large portfolio of original games and also works directly with brands to build and design some of the most successful games on the platform,” Ferencz states. “We use our years of experience in the gaming industry, building big brands and the native knowledge of our developers, many of whom started as citizen creators on the platform (Roblox), to deliver what players want, while also bringing to life the vision brands have for themselves on the platform and making them relevant among the community.”
Gamefam
“Like any great collaboration, success on Roblox comes down to having a deep understanding of what users want and the creative prowess to bring it to life.”
In terms of relevancy and success, Roblox’s top performing branded experience is the mega popular Sonic Speed Simulator, which Gamefam brought to the platform in partnership with SEGA. The game has been played more than 450 million times in just 3 months and is a favorite amongst 1.4 million users. This is an example of how Gamefam builds “meaningful presence” for brands on the platform and stands out from the competition based on their approach and access to real time data and analytics – RoMonitor, Gamefam’s sister company is the leading third party analytics platform that measures the success of games and experiences on Roblox.
So how can successes like Gamefam’s Sonic Speed Simulator be replicated for other brands? “Like any great collaboration, success on Roblox comes down to having a deep understanding of what users want and the creative prowess to bring it to life,” Ferencz states. He also points out that there are three keys to success for brands on the platform. One is mapping out a clear objective, whether the goal is simply exposure to a large audience, PR value from the partnership or creating a scaled gaming product with monetization.
The second part is about brands being authentic.“Roblox is all about community and it is critical to appreciate and respect those communities, listen to them, and then speak in the platform’s vernacular in both aesthetics and mechanics” he adds.
The final piece for brands succeeding on Roblox is delivering value, “especially to the players and the community – whether it’s a really fun game, or exclusive virtual merch players are looking for,” says Ferencz.
Gamefam
“Roblox has a massive installed user base and other metaverse platforms are building very large audiences too.”
Gamefam also has deep experience in developing special Roblox events like concerts. This is an area where it is critical for developers to keep pushing the boundaries for their events to stand out as more and more brands and personalities join the platform. One prime example of this was Gamefam’s partnership with Sony Music and 24KGoldn. It’s the highest rated concert ever on Roblox and it reached over 12 million fans, including +100K players watching the first performance at the same time. The concept truly went outside the box with a storyline that had 24kGoldn face his evil doppelgänger in a race to find the “goldn” microphone. Interactivity was a big part of the rollout with fans traveling through 24kGoldn’s city while they watched his avatar perform. Furthermore, participants joined in on quests to receive badges in exchange for prizes, virtual merchandise and a limited edition emote. Here, you have elements of music, game interaction, prizes, a storyline, a performer and the highest production value on the platform.
Gamefam
Gamefam has also executed immersive integrations for properties like Dr. Strange and Paws of Fury, timed to movie releases and has worked with companies like Mattel, Disney, Paramount and Netflix on successful brand integration experiences that have reached millions of players.
There’s clearly an advantage for brands to be part of a metaverse such as Roblox. “Roblox has a massive installed user base and other metaverse platforms are building very large audiences too,” Ferencz says.
“Brands that aspire to be successful and relevant to Gen Z and Alpha need to show up where their customers are. The metaverse unlocks the ability for brands to deliver the consumer engagement of experiential marketing with the scale of digital marketing. It’s the next frontier in marketing – not having a meaningful, authentic presence in the metaverse today is like not having a website 15 years ago, or not having social media presence. It’s an absolute must,” he states.
Ultimately, metaverse gaming is still in its infancy stages but the evolution is moving at a rapid pace. The scramble is literally on for renowned global brands to be part of the movement whether in the industries of tech, entertainment, luxury or sports. Their alignment with platforms like Roblox and developers such as Gamefam will undoubtedly be key in realizing the potential of the metaverse for all.
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