How consumer brands are using Roblox to enter the Metaverse

Roblox may be considered one of the biggest Metaverses today.

Let’s have a look at what major brands have entered Roblox. 🧐

First let’s have a look at what Roblox is and who are its users.

Roblox may or may not be considered a metaverse depending on what definition of metaverse you take, however it is definitely closest thing that we have got to one on a large scale.

Roblox is an online game platform and game creation system that allows users to program games and play games created by other users.

📊 Quick stats:
🔵 Released in 2006 / Listed on NYSE since March 2021
🔵 Market capitalisation: $23 billion
🔵 In-game currency Robux ($1 = roughly 100 Robux, depending how much you buy) – i.e. Virtual Gucci bag starts at 400 Robux
🔵 Number of experiences – over 32 million
🔵 Yearly revenue – $2.2 billion

🎮 Usage:
🔵 52 million daily active users – 24% in US & CA, 27% in Europe, 24% in APAC / 46% under 13 y.o., 54% above 13 y.o.
🔵 Total time spent by users on the platform – 45 billion hours in a year
🔵 Average amount spent per DAU in July 2022 – $4.2

With the above stats it becomes quite obvious why many brands are choosing Roblox to build virtual experiences to connect with their (potential) consumers. Brands and advertisers are always looking to meet consumers where they’re spending their time. And for a lot of young people, that’s Roblox. Brands can also create much more immersive brand experiences than what had been possible via other formats.

Some major brands in Roblox:
🟢 Vans, a VF Company – Vans World – 79 mil. visits – Vans case study:
🟢 Gucci – Gucci Town – 34 mil. visits – Gucci case study:

But also …
🟢 Alo Yoga – Alo Sanctuary – 49 mil. visits
🟢 Sunsilk (Unilever)- Sunsilk City – 32 mil. visits
🟢 Nike – NIKELAND – 20 mil. visits
🟢 Chipotle Mexican Grill – Chipotle Burrito Builder – 18 mil. visits
🟢 Spotify – Spotify Island – 12 mil. visits
🟢 Samsung Electronics – Samsung Superstar Galaxy – 8.3 mil. visits
🟢 Hyundai Motor Company (현대자동차) – Hyundai Mobility Adventure – 5 mil. visits
🟢 GIVENCHY – Givenchy Beauty House – 4.1 mil. visits
🟢 Ulta Beauty – Ultaverse – 0.4 mil. visits
🟢 Forever 21 – Forever21 Shop City – 0.2 mil. visits
… and many more

In the comments you can see links to short case studies of Vans and Gucci published by Roblox.

We can often see that brands build just a temporary experience in Roblox (for few weeks or months) to test the platform before building a more permanent presence as was the case of Gucci, which launched Gucci Garden experience for 2 weeks in 2021 before launching a its Gucci Town 1 year later.

Have you tried Roblox yourself? What brand experience did you like the most?

Is your brand thinking about entering the Metaverse and Web3 space in an authentic and meaningful way? Get in touch! We are here to help.

by Ondrey T.

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