![]() While it is true that key metrics such as daily active users (DAU), total hours spent, and bookings grew in absolute terms, there is also one other very important metric which Roblox doesn’t talk about in its press release, and which has actually declined – that is the average hours engaged per daily active user. ![]() What Roblox didn’t say in its press release In doing so, it continues to position itself as a growth company, saying that its key metrics are growing in absolute terms. While the media is citing Roblox’s slowing growth (particularly in key markets such as the US), extended loss, and underperforming analyst expectations, Roblox encouraged investors to take a long-term view. The market response was stark, wiping 20+% from Roblox’s market cap. It’s a commitment to always be changing, always be updating the experience, and we’re starting to see brands now step up to the plate for that.Earlier this week, Roblox announced its fiscal year (FY) 2021 results. You don’t start an Instagram account, throw up five photos, and then move on. “It’s almost like the next generation of social media,” Donato said. Companies such as Nike and Vans have developed permanent and immersive worlds - NIKELAND and Vans World - but to keep players engaged, they have to consistently refresh their virtual spaces with original content. Indeed, persistent branded worlds - the third type of Roblox activation - present a bigger challenge for brands than seasonal or time-limited activations. Creating something that keeps someone’s attention for months is very difficult.” So creating something that captures someone’s attention for weeks is pretty doable. “It’s a new medium creating interactive experience isn’t work. “Those are relatively easy to pull off,” Donato said of limited-time activations. There are certain weeks, certain weekends and certain holidays that are going to be highly sought-after, and brands are going to need to really start to think ahead of the curve.” “The beauty of that is, you’re going to create this exclusivity that I think a lot of brands want, and you’re going to create what I believe is that scarcity play. “We really focus our in-game experiences around one-to-two-week experiences,” said Charles Gabriel, vp and head of global advertising for WildBrain Spark, a digital media company partnered with prominent Roblox developer Gamefam. Some experts believe that this type of Roblox activation currently offers the most value to brands. Unlike the first type of activation, these time-limited brand experiences come with their own dedicated branded spaces, such as the Ralph Lauren Winter Escape, which ran from Decemto January 3, 2022. Actually, Gucci made this transition - they had a fashion event that they were hosting in Florence, and they did a virtual version of it.” ![]() “They’re generally promotional in nature they last for weeks or months. “The next step up is what we think of as ephemeral experiences,” Donato said. The motorsports brand worked with Jailbreak developer Badimo to insert NASCAR vehicles into the experience. To activate inside pre-existing Roblox communities, brands have also partnered with established in-platform developers for collaborations such as NASCAR’s recent foray into the popular cops-and-robbers game Jailbreak. Many of the branded virtual items in Roblox are uploaded to the platform’s Avatar Marketplace, allowing players to use them freely throughout Roblox experiences.
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