More than 38 million text messages are sent every minute, a figure that reflects the importance of communication and large online communities in this day and age. However, this is not limited to text. For years now, with the emergence of multiplayer video games, huge communities have formed, connecting from all over the world to meet in one place.
This, coupled with the emergence of immersive technologies, has created new ways for brands to communicate with their audiences, innovating the way they relate to users. This is where Roblox comes in, with more than 65.5 million daily active users, it brings together all the necessary elements to enhance relationships between users and, of course, their relationship with brands.
For this reason, companies all over the world are paying attention to this new mass phenomenon, and some of them, such as McDonald's, Nike, Pringles, Paramount or Tommy Hilfiguer, are investing millions in developing corporate actions and large Branded Content campaigns on this powerful platform.
What is Roblox?
Roblox is an online entertainment platform that gives users the ability to play and develop audience-targeted games, while integrating elements of a social network and commercial opportunities.
It is completely free, which facilitates the creation of worlds to the user's liking; just as in multiplayer games such as Minecraft you can be allowed to change the skin, in Roblox, the possibility of modifying the player's appearance such as the costume or the space created, allows the user to have total freedom and creativity when developing new projects.
In addition, it is a social injection point for all users, where, as in Instagram, you can have a list of people or "best friends", and be part of larger communities of players.
For brands, it is a new communication channel through which to connect with their audience in an entertaining, gamified way and where the consumer is the protagonist of the experience.
History and milestones of Roblox
The platform was founded in 2004 by David Baszucki and Erik Cassel, under the name Dyna Blocks. Finally, in 2006, it was launched with the name we know today, Roblox, whose initial idea was to create a video game so that children could learn to program while playing.
This was the beginning that marked a before and after in the rising popularity of Roblox, which pivoted and ended up becoming a platform for the development of personalised experiences, in which any user could dare to enter the world of programming and try to develop their own creations.
Significant milestones in the Roblox chronology include launches targeted at the most recognised mobile device operating systems globally. The first of these launches took place in 2012, when the iOS version of Roblox was released. Subsequently, in 2014, the second release was aimed at its competitor, Android. Currently, Roblox is available on computers, tablets, mobiles and even consoles, such as Xbox and PlayStation.
Its multiplayer aspect and its great possibilities for creators and users have given it great popularity, positioning the platform as the most innovative in the creation of multiplayer virtual worlds. And this, in addition, has turned the platform into a showcase where all the big brands want to be to connect and generate engagement with the youngest and most digital consumers.
Roblox economy in the Metaverse
The main form of monetary investment on Roblox is Robux, the platform's virtual currency. Users have the option to purchase Robux for real money, which can then be used to buy in-game items such as clothing, accessories, avatars and other items. In addition, Robux offer the possibility of premium access to certain games and exclusive in-game benefits.
However, this is not the only way to earn revenue on Roblox; there is also an immersive ad system that provides an additional revenue-generating opportunity, allowing brands to reach the large audience of users on the platform.
Undoubtedly, the entry of powerful brands into the scene created by Roblox in recent years has led to the development of an internal economy within the platform, which allows brands creating experiences to monetise their developments, obtaining not only visibility and brand positioning but also an ROI derived from the project.
Benefits of Roblox for companies and brands
- Generates user experiences that reach large mass audiences.
- Facilitates promotion through interactive experiences, reaching a wider target audience.
- Enables monetisation of the experiences that brands create.
- Brands can collaborate with creators on Roblox to design experiences and attract new audiences.
- Provides businesses with insights into users' preferences through their interactions in games.
- Companies can interact with users through online events and activities.
Examples and success stories of companies on Roblox
Choco Flakes Crazy Run, a new form of virtual branding
Choco Flakes Crazy Run consisted in the development of a parkour-style mini-game in Roblox in which users had to run through a kitchen full of obstacles and traps until they reached the bowl of Choco Flakes that represented the final reward.
A Hyperexperience whose purpose was to facilitate the connection of Choco Flakes with a digital audience through the virtual environment, by means of a gamified dynamic that was fun and competitive in equal parts and that included representative elements of the brand and its branding.
The development included a secret level, which users could only access by entering visible codes on Choco Flakes product boxes.This combination of physical and digital activation led to a phygital campaign to engage users through Roblox and monetise the project by selling branded products to play the secret level.
A Hyperexperience whose purpose was to facilitate the connection of Choco Flakes with a digital audience through the virtual environment, by means of a gamified dynamic that was fun and competitive in equal parts and that included representative elements of the brand and its branding.
The development included a secret level, which users could only access by entering visible codes on Choco Flakes product boxes.This combination of physical and digital activation led to a phygital campaign to engage users through Roblox and monetise the project by selling branded products to play the secret level.
The interactive and virtual experience of the Valencia Marathon
The Valencia Marathon, one of the largest marathons in the world, strengthened its presence in the virtual environment with a focus on bringing the culture of running to the new generations, achieving this connection through an interactive experience in Roblox.
The DeuSens team led the conceptualisation, design and development of the exclusive space of the Valencia Marathon in Roblox.This new virtual space was conceived as an additional channel to strengthen communication with the community surrounding the running ecosystem in Valencia through solutions applied to interactive experiences.
McDonald's Land, the revolution of gaming marketing
McDonald's, continuing with its desire to innovate, decided to create "McDonald's Land" in Roblox, a Hyperexperience with challenges and games in five themed islands.
With this strategy, the large multinational sought to combine the digital and physical worlds and strengthen its connection with the gamer community. With more than 350,000 visits in the first three months, McDonald's has already managed to position itself, thanks to this project, as a pioneer and leader in the creation of immersive branded content in Roblox.
Other brands also present in Roblox
Nike, with its Nikeland sports universe
Gucci, with its virtual luxury village Gucci Town
Sony Music Entertainment, with its virtual concerts
Hyundai, with its mobility city of the future
Vans, with its own skater park in Vans World
Tommy Hilfiger, with its virtual fashion and games zone
As you can see, Roblox is an unlimited source of creativity with which companies and brands can create multiple types of interactive experiences that allow them to connect more closely with their audience.
And, if in your case, you want to strengthen ties with the gamer public and Gen Z through the virtual world, you need to get into the new immersive trends offered by new platforms such as Roblox.
At DeuSens we are familiar and constantly working with the latest technologies, and we will be happy to listen to you and accompany you in the process.
And, if in your case, you want to strengthen ties with the gamer public and Gen Z through the virtual world, you need to get into the new immersive trends offered by new platforms such as Roblox.
At DeuSens we are familiar and constantly working with the latest technologies, and we will be happy to listen to you and accompany you in the process.
