Roblox connects brands with Gen Z and Alpha through long-lasting engagement

The interview: Brands on Roblox are achieving an average of 11 minutes of user interaction in immersive experiences—a dramatic contrast to the seconds-long interactions on traditional social media, global head of brand partnerships Stephanie Latham said in a recent EMARKETER interview. She discussed how the online gaming platform is redefining digital brand engagement metrics.

Key stats:

• 84% of users are likely to consider purchasing from a brand in real life after trying items on their avatars, per late 2023 research from Roblox.
• Studies indicate that Gen Alpha and Gen Z users consider avatar fashion more important than physical clothing choices.

Why this matters: “Roblox has the opportunity to set the stage and create the next media channel,” says Latham, noting that brands are seeking new ways to connect with younger audiences as traditional digital advertising loses effectiveness.

Shifting to immersive: Brand interactions on Roblox fundamentally differ from traditional digital advertising, with implications for both measurement and strategy.

• Warner Brothers is reshaping content promotion by engaging audiences before theatrical releases.
• The NFL is using persistent branded experiences to cultivate new fans.
• E.l.f. Cosmetics has created educational experiences that align with brand values like empowerment.

Understanding 3D engagement: "We need to give [advertisers] metrics to understand Roblox in a way that they are looking at their investment across other platforms," Latham explains, acknowledging that traditional digital metrics fail to capture the full value of immersive experiences. Roblox is taking steps to bridge that measurement gap.

• The platform has formed partnerships with GroupM and WPP to establish comprehensive 3D advertising standards.
• It’s developing methods to measure how long users wear branded items across different experiences.
• Teams are working to create systems for tracking conversions between virtual and physical purchases.

Product testing and development: The platform is emerging as a real-time consumer research tool, with Latham noting that “brands are able to lean into getting that initial signal from Roblox before they start production.”

• Fenty Beauty successfully launched a new lip gloss product based on community voting and design input.
• Walmart enhanced its product development by collaborating with platform creators on back-to-school merchandise.
• Forever 21 used virtual item performance data to guide physical product development decisions.

Our take: For brands struggling to connect with younger demographics through traditional channels, Roblox's immersive experiences represent the next evolution in digital engagement.

• While measurement standards are evolving, the platform's ability to deliver extended brand interactions and direct consumer feedback while adding protections for younger users suggests it will play an increasingly important role in brand strategy.
• The challenge for marketers will be balancing campaign-based activations with sustained branded experiences while maintaining authenticity with an audience that demands it.

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