Digital Transformation Brand Strategy

Roblox explains what branded experiences mustered ‘millions’ of visits

By John Glenday | Reporter

January 27, 2022 | 4 min read

Roblox has summed up the branded popular music experiences and events, which defined 2021 in its inaugural year in review.

‘A Year on Roblox’ saw the online game platform draw on the engagements of 50 million daily active users across 180 nations, with the median user racking up 55 shared experiences over the year.

As a hub for dozens of brand and music partnership experiences, Roblox has emerged as a popular host for online launch parties and fashion shows, headlined last year by the Italian luxury goods maker with Gucci Garden, pursued closely by the Twenty One Pilots Concert, the KSI Launch Party, The Fashion Awards and Nikeland – each of which engaged over 30% of visitors aged 17 and over.

Roblox

Roblox is cultivating an environment of online self-expression and digital identity

Branded or not, 26,953 experiences reached 100k or more visits. And 107,737 experiences reached 10k or more visits. It said it had “millions of visits” on branded experiences but didn’t provide an estimated figure.

Roblox also serves as a venue for community-generated experiences, with role-playing hangout space Brookhaven leading the field in this regard after racking up a startling 12.2bn visits in 2021 – far ahead of the 2bn visits achieved when it launched the year before.

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Cosmetics play an important role too. 25m virtual items were created by the Roblox community. 5.8bn virtual items (both free and paid) got acquired. 165bn avatar updates were performed, and one in five daily active users updated their avatar on any given day.

Explaining the boundless possibilities in a blog post, Roblox noted: “In 2021, we saw exceptional music artists and brands create their own experiences on the platform in partnership with Roblox, including the Twenty One Pilots concert and the surreal Gucci Garden experience, and the massive skate park in Vans World.

“Some developers are also directly collaborating with brands that have a mass appeal, especially with these older users. For example, in partnership with Nascar, developers of Jailbreak held a creative contest where the community had the opportunity to design virtual Nascar skins and then drive those cars in the experience.”

Roblox is cultivating an environment of online self-expression and digital identity just as brands and technology watchers sit up and take notice of the metaverse for the first time.

Having rebranded itself as Meta, Facebook is the most visible company driving us headlong into a richer world of online social interactions, even if the majority of the public isn’t yet willing to go along for the ride.

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