Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into how the metaverse is reshaping the future of advertising.
Roblox is known to be a magnet for brands that want to try out new things in the metaverse, a virtual-reality space in which users can interact with a computer-generated environment that combines parts of the real and digital worlds. The company is currently working on launching Immersive Ads which will include the ability to create 3D portals that transport online game players into custom virtual worlds. Roblox positioned the service as a way to help advertisers build deeper relationships with their community of 58.5 million daily active users.
Major brands such as Gucci, Nike, and Gap are just a few out of the many companies that have recently done platform-tailored activations. These activities included spaces that stay open and change over time. Roblox has released a demo video that showcased a character climbing up to a 3D portal to Vans World, the virtual skatepark that the clothing marketer launched last year. When the character walks through the portal, it goes to a branded space, customized just for Vans. Players can visit and leave Vans World whenever they want and can come back through the portal to the original game.
Immersive advertising allows brands to showcase their custom-made Roblox venues to audiences made up of audiences ranging from younger Gen Z and Alpha consumers. It’s a no-brainer that it’s a huge potential money-making opportunity for developers, as advertisers can bring home big bucks to appear in popular spaces where people are already spending most of their time.
Creators can now earn money from Robux, Roblox’s in-game currency. The company believes this concept is key to growing the creator economy. At RDC (Roblox Developers Conference), over $580 million had been paid out through its developer exchange over the 12 months ending in June and that 2.7 million people earned Robux from their creations in June alone. Roblox is also aiming to better support individual business initiatives by enabling marketplace creators to manage the scarcity of their online goods and allowing users to resell or trade their items.
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