‘Marketers are leaning into the metaverse’: Roblox ramps up brand partnerships

Digiday 09 Jun 2021 04:01
gaming online
June 9, 2021 by Seb Joseph

Similar to how YouTube brought video broadcasting to the masses, Roblox is doing the same for video game publishing — and that includes advertisers. 

In fact, advertisers are more a priority now than ever.

After all, Roblox has been a public company for only four months. And in that time questions have emerged as to how it will consistently monetize 42.1 million daily active users. Naturally, media dollars are top of the list.

“The events of the 18 months have opened an opportunity for marketers to see that the metaverse is something they need to lean into more,” said Christina Wootton, vp of brand partnerships at Roblox. “We’re not seeing the emergence of specific teams dedicated to the idea of the metaverse yet but we are hearing more say they’re building one just like they did for social media several years ago.”

For the uninitiated, Roblox isn’t a video game, it’s a platform where people go to create and publish video games that are often free to play. In effect, Roblox outsources game development to its users, and there are around 20 million games otherwise known as “experiences” currently available.

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