Virtual Universe

Roblox: Brands' Ticket to Teen Engagement

Karol Masalski from Game Changer (Group One Poland) on how virtual concerts are revolutionizing brand engagement and shaping the future of marketing to the younger generation.

In the digital age, reaching and engaging teenagers has become a challenge for many brands. The younger generation is more tech-savvy, selective, and immune to traditional advertising methods. To connect with them effectively, brands need to explore innovative and immersive platforms.

Virtual concerts on Roblox, in particular, have emerged as a powerful tool for companies to reach teenagers, entertain them, and build user engagement. In this article, we will explore the rising phenomenon of virtual concerts on Roblox and why they offer a fantastic opportunity for brands.

The Roblox Revolution

Roblox, a user-generated online gaming platform, has revolutionized the way teenagers interact with the digital world. With over 200 million monthly active users and an average time spent on the platform equal to around 156 minutes (daily), Roblox has evolved from a simple gaming platform to a vibrant virtual universe where users can create, explore, and socialize. The platform enables users to design their games, experiences, and avatars, fostering a sense of ownership and creativity among its predominantly teenage user base.

Bringing engagement rates to the next level

Virtual concerts on Roblox are not just a trend; they offer a golden opportunity for brands to engage with teenagers in a meaningful way. Here are some reasons why brands should consider virtual concerts on Roblox as an integral part of their marketing strategy:

Unparalleled Engagement

Virtual concerts on Roblox deliver a level of engagement that traditional advertising methods cannot match. On average users spend around 10-12 minutes in sponsored experiences. This direct interaction with the audience fosters a deeper connection and increases the likelihood of brand recall.

Authenticity

Teenagers value authenticity, and virtual concerts on Roblox provide a space for brands to be authentic in their engagement. By creating an immersive experience that aligns with the interests and preferences of the audience (music, friends, interaction), brands can establish a genuine connection and build trust.

Unlimited Possibilities

On Roblox, anything is possible – creating dedicated experiences that align with the brand's image and product opens the door to unique and creative ways of reaching younger audiences.

Targeted Advertising

Roblox offers extensive data and analytics, allowing brands to target their advertisements effectively.

Creative Collaboration

Brands have the opportunity to collaborate creatively with artists and content creators on Roblox, resulting in unique and exciting experiences.

Long-lasting Impact

The shared experiences and interactions within the virtual world can create lasting memories and conversations among the audience, keeping the brand in their minds long after the event ends.

Successful Virtual Performances on Roblox

Lil Nas X Virtual Concert

One of the most iconic virtual concerts ever made was hosted by rapper Lil Nas X in November 2020. The event, titled "Lil Nas X Concert Experience," was a massive hit, with around 10 million attendees. It featured a virtual arena, stunning visuals, and interactive elements that allowed the audience to participate actively in the concert.

Reaching local consumers - Palion’s concert in ING City

In February 2023, ING Bank in Poland launched the second season of ING City on Roblox. Players could interact within the game, undertaking various role-play tasks aimed at increasing awareness of cyber threats and promoting the ING banking account for teenagers. To kick off the game's release, the bank hosted the first Roblox concert in Poland, featuring the popular Polish YouTuber Palion. The event attracted around 200,000 players, with a peak of over 55,000 active participants in the game. The campaign earned various accolades, including the prestigious recognition of two Effie Awards.

What’s next?

Until now, there have been several virtual performances on Roblox, but there hasn't been a music festival. Game Changer, the largest Roblox game developer in Poland, is currently working on launching the first virtual music festival on Roblox – Virtual Vibes Festival - featuring multiple artists in the lineup and various partner-sponsored zones with contests and mini-quests tailored to brands. Initially, the event will likely focus on Polish artists, but in the coming years, anticipate its expansion to other markets.

Virtual concerts on Roblox are a game-changer in the realm of brand engagement and entertainment for teenagers. They offer accessibility, immersion, and authenticity that traditional advertising methods struggle to match. By leveraging the power of virtual concerts on Roblox, brands can tap into the immense potential of this platform and create a win-win scenario for themselves and the teenage audience.

Author: Karol Masalski, Managing Partner of Game Changer, Group One Poland