Roblox 101 for Brands, IP Owners & Celebrities

Roblox is emerging as the primary social network for Gen Alpha and younger Gen Z, with 72 million daily active users that spend 2.4 hours per day on the platform. This audience is too big, too engaged, and rapidly growing for brands, IP owners, and celebrity personalities to ignore.

But why should and how can you engage natively and authentically with the Roblox audience and build superfans of your brand, IP, or personality? Let’s walk through it.

2D is Dead: Welcome to the 3D Internet

Immersive gaming platforms are the next generation of social networks, redefining how people connect, communicate, play, shop, and express themselves. They are moving from websites, pages, and apps to immersive worlds as the next evolution of the Internet.

One key aspect of this shift is the changes in digital self-expression. In the 2000’s, users would decorate their MySpace page to highlight causes they supported or pop culture trends they liked. In the 2010’s, they would post selfies or Snap their friends about these items. In the 2020’s, in the world of 3D immersive platforms, the avatar is the central hub of digital self-expression.

We estimate that there are currently more than 800 million monthly active avatars across platforms including Roblox, Fortnite, Minecraft and Zepeto. Roblox accounts for about 40% of the total.

Roblox is the Most-Engaging Platform on the Internet

Roblox is the most-engaging platform on the Internet, with each of the 72 million daily active users spending on average 2.4 hours per day on the platform. That’s 3x more daily time spent than TikTok and 5x more than Instagram.

And Roblox isn’t just a platform for young kids anymore: nearly 60% of the daily active users are over 13 and over 40% are 17 and up. Although this means that the platform still skews to a relatively young audience, the idea that it’s a platform for young kids is dated and not grounded in data.

And as it relates to digital self-expression and the avatar economy, Roblox is among the most-advanced. Roblox users have purchased more than 16 billion virtual items and in the first nine months of 2023, updated their avatars 165 billion times, or more than 600 million times per day.

For brands, it’s notable that 50% of Roblox users that try on a brand’s virtual items are very or extremely likely to consider the brand in the physical world. And 56% of Gen Z Roblox users think styling their avatar is more important than styling themselves in real life.

A Spectrum of Solutions to Engage Natively

There are numerous ways for brands to enter the Roblox platform natively to engage with its large and rapidly growing audience. These include:

• Launching a virtual goods collection
• Advertising with immersive ads such as video ads
• Building branded experiences

How Can Supersocial Help You Natively Engage With Roblox?

Supersocial’s expertise as a 360 solutions provider for brands, IP owners and celebrity personalities gives you numerous ways to enter the Roblox platform. Our expertise spans the entire Roblox activation process, starting with developing a strategy and a concept through development, promotion and live operations.

Our portfolio of experience clouds includes:

• Always-On Experiences: Persistent game worlds, these are intended to be commercially self-sustaining, standalone business assets focused on building long-lasting relationships with consumers.
• Timed Activations: Immersive game worlds that are intended to last for only a specific period of time (usually measured in months), focused on engaging and building relationships with new potential consumers and superfans.
• Events: full digital twins of in-real-life events such as concerts or fashion shows, focused on bringing these tent-pole moments to the Roblox audience.
• Shops: 3D virtual shopping experiences, where Roblox users can fully immerse themselves in your brand, IP or personality and purchase items from your virtual goods collection.
• Virtual Goods Collection: craft and sell a collection of virtual goods and emotes.

“Visionary thinking, expert execution. Supersocial understands the metaverse intimately and is well-equipped to guide brands into the future of digital experience.” — Dina Fierro, Senior Vice PresidentWeb3/Metaverse Group, Shiseido Americas

Want to learn more about Supersocial’s experience, expertise, solutions and commercial models that can help you enter the Roblox platform in a native way that authentically resonates with its user base? Get in touch with us here.