Trend Alert: Brand Partnerships in the Metaverse

In a world where we have everything at the touch of a button, co-creation online has become an effortless way to connect. Brand partnerships attract businesses whose social media campaigns and marketing efforts range in size. The online gaming platform known as Roblox is taking partnership marketing to a whole new place: the metaverse. Roblox partnerships are a match made in heaven for brands looking to expand their audience base to reach a younger demographic. The platform is allowing brands to reach Gen Z in their home turf: the metaverse. 

What is Roblox?

The online gaming and creation platform has been taking the world by storm. Roblox offers a wide variety of games for users to play with and the option to create your own games from scratch- no extensive knowledge of coding required. Games vary in number of players, type and style of play making it easy for users to find their niche. Roblox was founded in 2006 and has experienced tremendous growth since its inception.  By the end of 2021, Roblox had 50 million active users per day and 31% year-on year growth reported. Impressive, right? Of total users, 67% are under the age of 16, with only 14% of users above the age of 25. Not only does the platform continue to gain popularity but it also attracts a younger demographic that many brands covet. 

Creating Branded Worlds In the Metaverse

Brands are finding ways to connect to new audiences online, especially Gen Z,  through partnering with Roblox. Take Gucci Town for example, the high end fashion brand created a virtual world of Gucci where users can explore, connect with like-minded users, and dress their avatars all through their device. To add to the virtual phenomenon, Gucci sells clothing and accessories for users to purchase for their avatar that can cost a hefty bill. Some Gucci items have reportedly sold for over $4,000. Similarly to Gucci, in 2022 Givenchy launched a Beauty House for players to give their avatars makeovers, explore the “brand castle” and participate in a scavenger hunt. Roblox has opened the door for fashion and lifestyle retailers alike to interact with potential customers within the metaverse. 

Forming Relationships with Younger Audiences

The branded experiences on Roblox may live online but the connection to Gen Z audiences is very real. Gen Z is known for being on top of trends from fashion to entertainment, they are the first to know what’s in style. Let’s not forget, this generation was born with technology being the epicenter of their day to day life. Cell phones to streaming services to iPads and Xbox, the list goes on, this generation is not foreign to technology. Roblox has given brands like Nike, Tommy Hilfiger and many others the opportunity to connect with this audience through product experiences in gaming. The brands provide users with virtual expressions that may not be accessible for them in real life. Roblox is a pioneer paving the new way for brands to connect with Gen Z audiences.

How to Get Started

Want to start your partnership marketing journey? Regatta specializes in developing marketing partnerships beyond just paid media for companies of all sizes. To learn more visit our website and reach out for more information.