Branding in the Metaverse: How to find success on Roblox

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As the physical world temporarily shuttered due to COVID-19, society made space for a virtual world, one that is rapidly growing and holds significant potential for brand activations. The metaverse – particularly the gaming metaverse – is skyrocketing; it’s expected to become a $400 billion-dollar business by 2025. Roblox, an online gaming platform in the metaverse, in particular, is seeing significant momentum, now with 43.2 million daily users worldwide.

Global brands across categories, including Balenciaga, NASCAR, and Nike, have activated on Roblox after being drawn to the platform’s growing audience and relatively low barrier to entry. However, these activations have been met with varying degrees of success. The metaverse is still in its infancy and bringing a brand to a digital platform like Roblox means striking a delicate balance between preserving brand guidelines and adapting to the creative parameters of the platform. As marketers jump into the exci… Read More

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