How brands from Walmart to L’Oreal are stepping up their game in Roblox in 2024

Roblox has quietly become one of the biggest games in the world, with nearly 400 million users logging into the metaverse platform on a monthly basis. This year, brands are taking full advantage.

The rise of Roblox as a marketing tool has been readily apparent this year at annual industry events such as IAB PlayFronts, where brands and agencies jockeyed to show off their deep knowledge of the platform. The feeding frenzy is not entirely unlike the hype that has surrounded more general tech trends such as Web3 and artificial intelligence in years past: Everyone wants to be part of Roblox, whether or not they really know what they’re doing there.

At the same time, Roblox has put considerable effort into wooing brands and their marketing budgets, including the creation of an official partner program and the development of a programmatic video ad network within the platform, in addition to numerous other tools intended to improve the advertiser and developer experience. Brands interested in reaching Roblox users now have more weapons at their disposal than ever before.

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