A Primer for Brand Advertising in the Metaverse

Gaming platforms like Roblox and Fortnite have exploded in popularity, capturing the imaginations and countless hours of attention from younger generations worldwide. While traditional advertising channels might come naturally to mind, savvy brands are realizing the massive, untapped advertising potential of these immersive virtual worlds. If you haven’t explored advertising within these platforms, you’re missing out on a huge opportunity.

Impressive Numbers: Why You Shouldn’t Ignore Them

• Roblox: With over 250 million monthly active users, Roblox is not just a game; it’s a massive metaverse with limitless social and creative experiences. Users spend an average of 2.6 hours per day in-game.
• Fortnite: Fortnite boasts over 400 million registered users. It’s a cultural phenomenon that transcends gaming with virtual concerts, brand partnerships, and more.

Key Reasons to Invest in Roblox and Fortnite Advertising:

1. Massive, Engaged Audience: These platforms reach a highly engaged audience of predominantly Gen Z and younger millennials. They’re plugged in, passionate about their gaming worlds, and open to brand experiences.
2. Creative, Interactive Advertising: Go beyond static banners! Roblox and Fortnite offer unique advertising formats, including:
   • In-game billboards and sponsored experiences
   • Custom avatar outfits and accessories featuring your brand
   • Branded mini-games that seamlessly integrate your messaging
   • Virtual event sponsorships
3. Deep Immersion: Players spend hours each day in these worlds (2.5 daily hours for Roblox and 1-3 daily hours for Fornite), fostering a deeper connection with brands they encounter in a positive light. Your brand becomes part of their gaming experience, not an interruption.
4. Measurable Results: These platforms offer detailed analytics and data tracking. You can track clicks, impressions, and in-game interactions, letting you refine your campaigns and maximize ROI.
5. Staying Ahead of the Curve: Advertising within games is still a relatively new frontier. Early adopters gain a significant edge and tap into this receptive audience before the market becomes saturated. Your brand is seen as innovative, keeping up with trends, and resonating with younger consumers.

Real-World Success Stories:

Brands are seeing incredible results with Roblox and Fortnite campaigns. Consider these examples:

• Gucci created a virtual Gucci Garden experience on Roblox, attracting millions of visitors and boosting brand awareness.
• Vans launched a Roblox skateboarding park, allowing players to customize their avatars with Vans gear and participate in virtual competitions.
• Chipotle partnered with Roblox to create a burrito-building game, rewarding players with real-world coupons.
• Marvel regularly collaborates with Fortnite, offering in-game skins, events, and crossovers that drive immense hype.

• Nike created Nikeland on Roblox, a virtual world with mini-games, sporting challenges, and Nike-branded gear for avatars.
• Hyundai launched a virtual mobility theme park in Roblox showcasing their future car concepts.
• Samsung has a persistent space within Fortnite, featuring concerts and offering unique virtual experiences to players.

E-commerce on Roblox: The Next Frontier in Gaming and Shopping

Traditionally, Roblox has been a platform focused on gaming and social experiences. However, in 2024, Roblox is set to revolutionize its platform by introducing features that support direct e-commerce. This means:

• Virtual Stores Within Games: Brands will be able to create persistent storefronts within Roblox experiences. Players can browse and purchase items without leaving the game.

• Digital and Physical Items: E-commerce will allow brands to sell both virtual items (like clothing for avatars, game upgrades, or digital collectibles) and even real-world merchandise directly linked to their in-game presence.

• Seamless Shopping Experience: Roblox aims to streamline the buying process within games. Players won’t need to go to external websites, making purchases quick and convenient.

Why This Matters for Brands

Roblox’s e-commerce revolution opens up massive possibilities:

• Meet Customers Where They Are: You’ll reach a massive, engaged audience of young consumers directly where they spend hours of their free time.
• Drive Direct Sales and Brand Loyalty: E-commerce opens up a new revenue stream while deepening brand engagement through interactive experiences.
• Cross-Promotion Possibilities: Blur the lines between virtual and real-world items, encouraging players to buy physical merchandise related to their favorite in-game experiences.

Getting Started

If you’re ready to explore the incredible marketing potential of Roblox and Fortnite, here’s what to do next:

1. Understand your target audience: Are they on these platforms? Consider their age, interests, and gaming habits.
2. Set clear goals: What do you want to achieve with your advertising campaign? Brand awareness, increased traffic, direct sales?
3. Develop creative concepts: Brainstorm ideas that align with your brand identity and resonate with the gamer audience.
4. Reach out to the platforms: Roblox and Fortnite both have dedicated advertising and partner programs.

The Future of Advertising is Virtual. Here are some examples that might apply to your industry:

1. Fashion:
   • Roblox: “Style Showdown” – players dress up avatars in branded items, compete in fashion shows, win exclusive virtual clothes or real-world coupons.
   • Fortnite: Emote-based dance challenges featuring trendy outfits from brands, offering unlockable styles for winners.
2. Entertainment:
   • Roblox: Virtual concert stage within a music-themed world, featuring a popular artist wearing branded virtual merch (available for purchase).
   • Fortnite: Limited-time in-game event tied to a movie release, with exclusive skins based on characters and challenges themed around the film.
3. Toys & Collectibles:
   • Roblox: Scavenger hunt within a branded game world to collect virtual versions of newly released toys. Winners get an exclusive in-game collectible.
   • Fortnite: Limited-edition skins designed in collaboration with a toy brand, available for a short time in the item shop.
4. Sports:
   • Roblox: Sports training simulator with branded gear, challenges featuring athlete cameos, virtual reward jerseys for leaderboard winners.
   • Fortnite: Special competitive mode sponsored by a sports team, with team-branded skins available as prizes.
5. Food & Beverage:
   • Roblox: Pizza-making minigame sponsored by a restaurant chain, with virtual rewards redeemable for real-world discounts.
   • Fortnite: Limited-time food-themed skins (ex: banana warrior), with challenges tied to collecting ingredients or ordering real food through the brand’s app.
6. Beauty:
   • Roblox: Virtual makeover game with branded products, try-on features with AR elements, quizzes awarding in-game and real-world beauty samples.
   • Fortnite: Character customization options featuring branded makeup looks, unlockable through challenges or linked to product purchases.
7. Consumer Electronics:
   • Roblox: Tech-themed obstacle course where players earn branded gadgets for their avatars or enter prize draws for real-world items.
   • Fortnite: In-game collaborative concert with a music artist wearing branded headphones, limited-edition virtual version of the headphones available for purchase.
8. Automotive:
   • Roblox: Racing game with different tracks and customizable cars, featuring unlockable branded vehicle upgrades, virtual car showroom.
   • Fortnite: Race tracks with branded vehicles, challenges based on car features, scavenger hunts to unlock real-world car model test drives.
9. Travel & Tourism:
   • Roblox: Virtual vacation simulator exploring different destinations, minigames based on local attractions, branded vacation gear for avatars.
   • Fortnite: Limited-time map change featuring a tourist destination, challenges themed around location landmarks, unlockable emotes with local flavor.
10. Gaming:
    • Roblox: Crossover event between a popular Roblox game and an indie studio promoting their upcoming title, with exclusive in-game items that drive hype.
    • Fortnite: Esports tournament sponsored by a gaming peripheral company, with branded gear as prizes, in-game ads showcasing product features.
11. Pet Products:
    • Roblox: Virtual pet care game where players use branded toys, food, or accessories. Rewards could be exclusive digital pet items or real-world discounts.
    • Fortnite: Emotes featuring pets with playful animations, or limited-time challenges where players must guide virtual pets through obstacles.
12. Home Decor & Furnishings:
    • Roblox: Virtual room makeover game with branded furniture, try-on features using AR, challenges where players create themed spaces for prizes.
    • Fortnite: Limited-edition customizable house kits for the Creative Mode, offering sets based on interior design trends or tie-ins with a brand.
13. DIY & Crafts:
    • Roblox: A “Create and Craft” world with challenges using branded supplies, tutorials, and showcases of player creations.
    • Fortnite: Minigames where players must gather craft materials, or creative challenges where players use limited resources to build something unique.
14. Education (Non-Traditional):
    • Roblox: Skill-based minigames that teach coding, language lessons disguised as a fun adventure, brand sponsorships for educational events.
    • Fortnite: Limited-time modes with educational twists, like a historical battle re-enactment or a science-themed race.
15. Social Causes & Advocacy:
    • Roblox: Games that raise awareness through interactive stories, challenges with donation rewards, virtual items designed to show support for the cause.
    • Fortnite: Charity-linked tournaments, limited-edition skins where proceeds benefit a cause, in-game quests that educate on social issues.
16. Wellness:
    • Roblox: Fun fitness games and challenges with branded gear as rewards, virtual smoothie shops with healthy recipe tips.
    • Fortnite: Emotes with yoga poses or workout routines, limited-time maps focused on healthy activities or obstacle courses.
17. Finance (Age-Appropriate):
    • Roblox: A virtual city with budgeting games, challenges simulating saving money, quizzes about financial concepts with playful rewards.
    • Fortnite: Scavenger hunts teaching about virtual currencies, sponsored events with speakers who talk about financial literacy for teens.
18. Literature:
    • Roblox: Interactive story adventures based on books, literary-themed world quests, branded virtual libraries with excerpts or audiobooks.
    • Fortnite: Minigames based on book trivia, limited-edition character skins with a literary twist, or challenges inspired by book plots.
19. Creative Communities:
    • Roblox: Contests where artists create using branded tools, interactive galleries to showcase work, virtual meet-and-greets with popular creators.
    • Fortnite: Design-focused Creative Mode challenges with branded assets, sponsored events showcasing the best user-created content.
20. Web3/Metaverse Startups:
    • Roblox: Games teaching basic crypto concepts playfully, quests to find branded NFTs, virtual spaces explaining their metaverse project.
    • Fortnite: Scavenger hunts for exclusive in-game items linked to crypto projects or partnerships between metaverse platforms.

The Metaverse, with Roblox and Fortnite are revolutionizing the way brands interact with audiences. These platforms offer a unique combination of reach, engagement, creativity, and measurability. At Fraktalia Studios we can help you embrace the world of virtual advertising and reap the rewards!

Contact us today and let’s increase your brand reach and sales to new frontiers!