Online gaming platform Roblox is augmenting its in-game advertising capabilities, allowing companies to create immersive branded experiences. Instead of static advertisements, the gaming company is letting brands build bespoke worlds to engage players.
The immersive advertisements will take the shape of 3D portals and are expected to be introduced early next year. According to Roblox, the new marketing features will enable companies to foster deeper relationships with its community of 58.5m daily active users, of which the largest group are aged between 9 and 12. The gaming company also plans to bolster its online marketplace with a new function that would give vendors more control over the scarcity of their goods.
As companies continue to invest in gaming activations, this new feature will enable them to create more engaging branded experiences. To learn more about marketing in the metaverse, readers can revisit this interview with Daniella Loftus, a co-founder of Red DAO.
How can companies create spaces in Roblox that gamers want to visit and return to? Consider launching a mini game or including benefits that don’t require players to spend money