As brands look to future-proof their marketing strategies, Roblox has emerged as a game-changing platform for engaging a new audience. Obsess hosted a webinar recently on “Why Roblox is a Must for Your 2025 Planning,” where Obsess Founder & CEO, Neha Singh and COO Andee Olson shared key insights on how brands can leverage Roblox to build immersive, impactful and profitable experiences. Here are the highlights.
Watch the webinar recording here.
Platform Overview: What is Roblox?
Roblox is a platform with a marketplace of games and virtual goods where users can play, shop, socialize and express themselves through customizable avatars. With 89 million daily active users from over 180 nationalities, it is the highest-played UGC gaming platform. Available across devices, Roblox is free to play with in-app purchases, making it a highly accessible platform that fosters creativity and interaction on a global scale.
Who is on Roblox?
Roblox’s audience is diverse and expansive. Gen Z leads the charge, with over 53 million users spending more time on Roblox than on Instagram and TikTok combined. Brands should reflect on their marketing budgets: are they aligned with where their consumers are spending time?
Female users make up 39% of the audience, and the platform’s engagement metrics are staggering: users spend an average of 2.5 hours daily, contributing to $1.1 billion in platform spending in Q3 2024. Additionally, 82% of adult gamers on Roblox have spent money in games.
Gaming is no longer just a pastime—it has become a driving force in the future of entertainment and social interaction. Players are increasingly dedicating time to activities beyond gameplay in games, such as socializing, creating and shopping. This shift underscores why platforms like Roblox have prioritized integrating play with practical functionalities, including purchasing goods and engaging with branded content. Download our infographic on key gaming trends to know for 2025.
What are the core ways to activate on Roblox?
Brand Experiences:
Brands across various industries have launched activations on Roblox. To create a successful experience, it’s crucial for brands to strategically define their goals and understand the preferences of their target audience. Brands can choose from a variety of experience types, including standalone branded games, virtual stores or community hubs with engaging mini-games. Standalone branded games are particularly popular, with high-engagement formats such as obstacle courses (obby), business simulations (tycoon), and racing games (racer). For inspiration, check out 7 brands engaging Gen Zers with custom Roblox experiences.
Virtual Goods:
Another key entry point for brands on Roblox is through virtual goods, which can be sold via the Roblox marketplace or directly within a brand’s experience. Limited-edition digital wearables not only create a sense of exclusivity but also drive user engagement. Additionally, awarding virtual goods within games encourages active participation and generates organic advertising as gamers showcase branded UGC across various experiences.
Integrations:
This year, Roblox announced its partnership with Shopify, introducing a game-changing integration that enables physical commerce directly on the platform. This means gamers can purchase physical goods within branded experiences on Roblox, without ever leaving the platform. urrently in beta testing, this functionality is set to redefine the gaming landscape by bringing in tangible, sales-driven ROI for brands.
Brands are also able to integrate their loyalty programs directly onto the platform, rewarding players for their gameplay. Additionally, they can drive foot traffic to physical locations or streamline booking services by embedding QR codes and interactive features within these experiences.
Advertising:
Advertising presents a huge opportunity for brands on Roblox, even for those without their own platform experiences. Roblox offers diverse advertising formats that cater to various brand needs. Immersive ads, including image, video, and portal ads, enable dynamic and engaging interactions with users. Sponsored experiences receive prominent placement on the homepage, driving traffic and visibility. Search ads allow brands to promote their experiences within the platform’s search tool.
Key Takeaways
Gaming platforms have become indispensable for brands seeking to engage with large, diverse and tech-savvy audiences. With an estimated 3.32 billion gamers worldwide, staying relevant requires consistent and creative marketing approaches that resonate with today’s consumers.
Why Act Now? Platforms like Roblox create powerful, lasting connections with audiences by delivering engaging and memorable experiences. Early adoption offers brands a unique opportunity to maximize ROI, as they can organically scale their presence and impact while capturing the attention new consumers. Developing integrated, cross-platform strategies ensures gaming platforms not only drive purchases but also foster enduring brand loyalty.
Developing on Gaming Platforms with Obsess
With expertise in creating immersive, AI-powered virtual experiences, Obsess has successfully launched over 400 experiences across 14 industries. Our extensive data on how users interact, play and shop in 3D environments informs every activation we develop. From identifying the right type of experience to integrations and advertising, Obsess delivers end-to-end solutions that align with a brand’s unique goals. Whether building standalone branded games, virtual stores or community hubs, Obsess ensures seamless execution and long-term engagement that drives measurable results.
To learn more about creating a custom brand activation on Roblox, book a demo or email [email protected].
