A recent study by Roblox shows that the platform has become an effective tool for brands looking to advertise to gamers. The study, based on a survey of 2,100 Roblox users in the US, indicates that brands on Roblox attract considerable attention from the platform’s extensive user base. This is both good but concerning considering the average player’s age.
Three out of every four participants think brands advertising on Roblox appear innovative and stand out as leaders in their respective industries. Additionally, 75% of users claim they are more inclined to notice brands advertising on Roblox than other platforms. Moreover, users enjoy immersive brand experiences on Roblox (78% agreement) and value brands that provide in-experience content, such as avatar items and mini-games (82% agreement).
The study shows that the players are actually being advertised to better than you’d expect from other ways. A large majority (86%) of respondents see Roblox as a great platform for promoting brands. This positive view is likely because the platform focuses on immersive, interactive experiences. Roblox integrates brand promotion with user-generated content, making it less noticeable but far more effective. While this approach is less invasive than we’re used to, advertising to kids feels sketchy.
58% of players are still under the age of 17, so they may actually be more susceptible to advertising practices than others. Roblox has been trying out different types of ads, like the ‘Immersive Ads’, which are doing well. Now, the company is letting more advertisers use video ads. They say that video ads on the platform make more people know about a brand, notice ads, like the brand, think about buying, and intend to recommend it to others.
Exposure to Roblox video ads increased engagement with brands in various ways. Users showed a higher tendency to visit a brand’s Roblox experience, discuss the brand on social media, watch brand advertisements online, visit the brand’s website, follow the brand on social media, and actively seek further brand information.
It’s crazy how far this is going, but I would think COPPA should look into it, just in case. For more on Roblox, make sure to check out some free Promo codes.
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