Traditional digital marketing is losing ground among Gen Z and Gen Alpha. These audiences are less accessible through television, display ads, or even traditional social media. Instead, they spend time in immersive virtual environments –most notably, Roblox. With more than 85 million daily active users and high engagement levels, Roblox is no longer merely a gaming platform; it represents a new frontier for brand marketing.

Roblox as a Marketing and Engagement Platform

Roblox allows users to create, share, and play immersive 3D experiences. It functions as a social network, entertainment platform, and game engine combined. As of the fourth quarter of 2024, Roblox recorded over 18.7 billion hours of user engagement. Average session durations range from 20 minutes to 2.5 hours, significantly surpassing platforms like TikTok or Instagram in terms of engagement depth.

More than half of Roblox users are under the age of 16, with the remainder largely falling within the Gen Z demographic. This makes Roblox a uniquely powerful channel for brands seeking to connect with digital natives in authentic and engaging ways.

Recent research presented at the 2025 Roblox NewFronts event shows that branded experiences on the platform lead to a 211% increase in unaided brand recall, generate 100 times more visual attention than social media ads, and produce 35 times higher engagement than streaming ads.

With the introduction of commerce APIs in partnership with Shopify, Roblox now supports in-game shopping for physical products. This phygital (physical + digital) experience bridges product discovery and purchase in a seamless, interactive environment. Additionally, brands can leverage advanced analytics through platforms like CreatorExchange.io, which enables tracking of key metrics such as visit duration and conversion rates.

Case Studies and Success Stories

1. Gucci Town-  Gucci created a virtual plaza on Roblox called Gucci Town, where users could try on digital clothing, explore art installations, and collect in-game tokens. Notably, a digital version of a Gucci handbag once resold for more than its real-world counterpart, underscoring the growing perceived value of digital fashion.
2. Fenty Beauty –  Fenty Beauty launched a virtual experience that allowed users to try on makeup looks and purchase real products directly through Shopify’s in-game commerce API. The brand reported strong engagement and promising early sales figures.
3. Chipotle – Chipotle’s Boorito Maze and Burrito Builder experiences on Roblox attracted over 8 million visits. One campaign recorded 1.1 million plays in a single day and reached 27,000 concurrent users. The brand also used promo codes that converted into real-world burrito giveaways, effectively bridging the virtual and physical brand experience.
4. e.l.f. Beauty – e.l.f. Beauty launched a gamified financial literacy experience on Roblox, which received over 22 million visits. The initiative educated users on budgeting, saving, and spending through an interactive and engaging gameplay format.
5. Twin Atlas Studio – Twin Atlas enabled direct-to-avatar commerce through virtual storefronts, allowing users to purchase both digital and physical merchandise. Reports indicate that over 90% of sales occurred within the Roblox platform, with more than half coming from repeat customers.

Key Takeaways

• Roblox offers high engagement and retention, making it an ideal platform for reaching Gen Z and Gen Alpha audiences.
• Interactive brand experiences on Roblox drive significantly higher recall and attention compared to traditional advertising methods.
• The platform enables phygital commerce, allowing users to purchase real-world products directly within virtual environments.
• Advanced analytics tools like CreatorExchange.io give brands access to detailed, enterprise-level insights for measuring campaign performance.
  
• Ethical advertising and user safety are critical, especially given the platform’s predominantly young user base.

Conclusion

Roblox has evolved from a basic gaming platform into a dynamic ecosystem that blends social interaction, commerce, and creativity. It gives brands a unique opportunity to connect with digital-native audiences in the environments where they are most active and engaged. By creating immersive and interactive experiences, brands can go beyond traditional advertising to build genuine connections –driving both customer loyalty and measurable results.

Next Steps for Brands

If you’re a brand or enterprise looking to tap into the Roblox ecosystem, now is the perfect time to get started. Team up with an experienced Roblox development studio, craft a thoughtful strategy, and start building meaningful digital experiences that can grow with your audience.

FAQs

Q1. Is Roblox only for kids?
A1. No. While over 50% of users are under 16, the rest are largely Gen Z and even Millennials. Roblox has a growing base of older users, especially in educational and lifestyle verticals.

Q2. How much does a branded Roblox experience cost?
A2. Costs vary depending on scope, design complexity, and feature integration. Basic brand activations may start around a few thousand dollars, while high-end, persistent worlds can reach into six-figure budgets.

Q3. Can we sell real products in Roblox?
A3. Yes. With the commerce API (powered by Shopify), brands can offer real-world products directly within Roblox experiences.

Q4. Is it safe for brands to market to minors on Roblox?
A4. Yes, if done responsibly. Roblox provides brand-safe tools and compliance frameworks, including moderation and content rating systems. Transparency and ethical messaging are critical.

Q5. How do I measure success?
A5. You can use analytics platforms like CreatorExchange.io to track KPIs such as session duration, user retention, item purchases, and more.