Roblox as a marketing tool

2022-03-24 by EPR Staff

Roblox, created by Roblox corporation, is an online game platform. What makes it distinctive is that users can not only play games on the platform, they can also make games for it. People can also make money on the platform by monetizing games that they have developed.

Range of experiences

Roblox has gone from being a popular game creation tool to an experience creation tool. The word ‘game’ has been replaced by ‘experience’ across nearly the entire roblox website. Android and iOS apps have replaced the Games tab with a Discover tab. The word ‘experience’ is more appropriate for the wide range of 3D immersive places, from obstacle courses to virtual concerts that people can enjoy with their friends. About 34 million people attended Lil Nas X’s concert on Roblox, and 20 million experienced the two-week Gucci gardens exhibit. These numbers reveal the strength of the platform.

Audience reach on Roblox

Even though many people see Roblox as a platform for kids, it is starting to attract people of all ages. It is popular with children of both genders, with 40% of the users being female. Children love Roblox because it offers a vast collection of games. They can also collect badges and create universes online. Roblox has exceeded  all other channels in broadcast TV , making it a very powerful platform for reaching younger viewers across both the U.S. and U.K.

Safety

Safety is a concern with websites that are popular with children. There is always the issue of inappropriate role-playing opportunities in the games. It is important to remember that Roblox games target 8 to 18-year-olds, so there are teenagers on the platform as well as young children. The platform has addressed  the concerns expressed by the parents of young children. They have altered the Roblox environment to make inappropriate activity almost impossible. They also have a section on their website called ‘For Parents’, which explains Roblox’s safety tools. These include avatar clothing detection, a reporting system, chat filters, and customizable parental controls.

Marketing on Roblox

Roblox is increasingly finding favor as a digital platform business model.The platform is allowing consumers and businesses to connect, share resources and sell products.It is possible to have highly targeted marketing based on buyer persona. MGA Entertainment, maker of LOL Surprise dolls, hired developers to create an official LOL party. It led to increased sales. According to research, parents were more inclined  to buy a physical LOL product in stores when they saw their child playing with the brand on Roblox.