But over the last two years, the number of brands and retailers on Roblox has grown dramatically. Roblox is still in its infancy as a marketing tool. Roblox has already proven its ability to monetize itself: in the first nine months of 2020, Roblox users spent a collective $1.2 billion on in-game currency, up 171% from last year. The company, which was released in 2006 and just filed to go public, boasts over 150 million monthly users, and its most popular game, “Adopt Me!,” has been played 10 billion times. The marketing potential of Roblox is self-evident. It’s one of the most intriguing examples yet of a budding frontier in advertising: branded Roblox games that steer players toward new movies, TV and - increasingly - toys and other retail products. “Master Moley” follows a mole who lives in a city beneath Windsor Castle, called MoleTown - and the Roblox game, “Welcome to MoleTown,” is meant to sell that world to potential viewers.
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