What’s Next For Roblox Brand Partnerships In The Metaverse

Not all fun and games

Of course, as with any brand that grows rapidly and receives an influx of trademark applications, there are growing pains.

For one thing, any time a brand seeks to reach younger consumers on fledgling platforms, there are brand safety risks.

The open-world building aspect of the platform is both a strength and a curse. That same freedom to allow brands to interact with customers in new ways also means bad actors can erect sex clubs and create pole dancing avatars. Fast Company and Rolling Stone reported on the NSFW side of the platform and “condo games”, where players can fake lewd acts and remove clothing from their avatar. These are violations of the Roblox Community Guidelines and are often shut down within hours.

Roblox has restrictions in place, including chat filters, parental controls, removal of inappropriate clothing or accessories, and limiting its new voice chat feature to players over 13. Of course, there’s little to stop a user from lying about their age when they sign up.

“We combine identity, friends, low friction, economy and civility,” said Christina Wootton, vice president of global brand partnerships at Roblox. “The brands we talk to know it’s a safe place and create a positive environment.”

Overall, brands seem to feel comfortable on the platform, especially when they’re in control of the experience.

When it comes to building on the platform, even smaller activations require more than just forging a partnership with Wootton and his team. Brands need to find a developer who can help with asset and world creation.

According to Yon Raz-Fridman, founder and CEO of Supersocial, a Roblox development company that has created several of its own games on the platform, creating five to 20 avatar items can take two to three weeks. These must then be submitted to Roblox for approval to be sold in the general market. There are around 500 creators who can post items to the Roblox Marketplace. Setting up larger, longer activations can take four to eight months and cost between $500,000 and $1 million.

Still, releasing virtual goods and accessories is a more accessible way for brands to enter the platform. According to Roblox, one in five daily active users updated their avatar on any given day last year. Twenty-five million virtual objects have been created and more than 5.8 billion free or paid virtual objects have been acquired.

“The economic activity around outfits is huge,” Raz-Fridman said.

For the most part, Roblox has so far been one of the few platforms that has served as a bridge for brands to the metaverse. But as Web 3.0 gains momentum, new competitors are gaining ground: Platforms like Decentraland and The Sandbox have begun forging brand partnerships. Miller Lite, for example, opened a Super Bowl-related virtual bar in Decentraland. And other platforms like Fortnite attract more of those 17+ players.

Source link

About Leonard J. Kelley

Check Also

Monkey 47 gin collaborates with Japanese fashion brand A Bathing Ape

Brand collaborations are the hottest retail trend right now. Whether it’s charities teaming up with …