The only approval that is required is for marketing assets, like images on an app page and video, but that is quick and mainly automated.” “Roblox is a very open platform,” said Neha Singh, founder and CEO of Obsess, a company that creates virtual storefronts for brands on the web, virtual reality and on games like Roblox. The company has largely taken a hands-off approach with brands, offering little in the way of guidance or policy around ad disclosures. That poses a dilemma for brands: How do they market themselves to children who may find it harder to discern between an ad and a regular game? Is a branded game on Roblox an ad by its very nature? Other games that appeal to similar demographics include Microsoft’s Minecraft and Epic Games’ Fortnite, with the latter also increasingly opening itself up to retailers. While the majority of its users are teens, Roblox claims that a “huge” portion of players are as young as nine years old and under. It reported $1.9 billion in annual revenue last year, up 108% from 2020. Roblox says these users spent an average of $15.57 on its platform during the same period. Thrust into the hype around the metaverse, and the future of the internet, Roblox is gaining attention from high-profile, multinational brands looking to reach its highly-engaged, youthful user base, who together played for a total of 10.8 billion hours during the three months ended December 31.
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