Over the last few years, brands have increasingly gravitated to platforms like Roblox as a way to reach younger audiences. In 2023 alone, we saw 240 brand activations on Roblox, which doubled from the year prior. In terms of revenue, this contributed to over $80 million in brand spend, which equates to roughly 10% of Roblox's developer earnings for 2023.
From the brand perspective, results can vary greatly depending on the execution. As advertisers, the cost per play session in a branded experience can range from as much as $1 to a fraction of a cent. Critical decisions include whether a brand should build its own experience versus integrate into an already popular one, and it's important to understand how well the brand resonates with Roblox's audience as well as any specific genre. With such uncertainty around outcomes, much of the spend so far has come from innovation budgets rather than traditional marketing allocations.
To explore these trends further and discuss what needs to happen for advertising to further scale on Roblox, our host,
David Taylor, sat down with three veterans of the Roblox advertising space, each with their own unique approaches:
Matt Edelman, President of Super League Gaming,
Harry Bienenstock, Head of Growth at Voldex, and
Evan Zirschky, CEO of Turning Tables.
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