Brands and the metaverse: where real connections with new audiences are born
The metaverse is no longer a future trend — it’s an active reality where millions of users spend hours every day. Platforms like Roblox, Fortnite, and Minecraft have become true social hubs for Gen Z and Gen Alpha, where they play, socialize, create, and discover brands in an organic way.
For brands, this represents a unique opportunity to connect:
- Interactive experiences instead of traditional advertising
- Presence inside virtual worlds with high engagement
- Building affinity and loyalty through play and community
In the short term, these platforms deliver massive reach, awareness, and measurable engagement.
In the medium term, they unlock branded ecosystems, virtual economies, persistent content, and much deeper relationships with users.
Brands that understand how to authentically integrate into these environments today will not only be present where their audiences are — they will lead the next evolution of digital marketing.
BWstudios
We create the highest quality games, entertaining Gen Z & Alpha in the places they hang out.
Roblox and Brands: Why Now Is the Right Time to Enter the Playable Metaverse
The Roblox ecosystem stopped being “just a game” years ago. Today, it is a massive social platform with usage, monetization, and engagement metrics that position it as a key channel for brands looking to connect with young, highly engaged audiences.
1. Massive Reach and Sustained Growth
Roblox has scaled to hundreds of millions of users worldwide. Recent reports estimate hundreds of millions of monthly active users and over 100 million daily active users during 2024–2025, with record-breaking engagement peaks. This places Roblox among the largest platforms globally in terms of daily usage and total hours spent.
2. A Platform Built for Monetization (and Creators)
Audience growth is matched by a rapidly maturing economy. Roblox reported strong revenue and bookings growth in 2024, alongside meaningful improvements in margins and cash flow—clear signals of a scalable business model. In parallel, the creator ecosystem reached a major milestone in 2025, with total payouts to creators surpassing the billion-dollar mark, reinforcing Roblox as a sustainable platform for high-quality content and experiences.
3. Measurable Brand Impact: Recall and Receptivity
Studies and platform data consistently show that immersive brand experiences on Roblox drive strong brand recall and positive sentiment. Roblox brand lift studies indicate that most users respond favorably to brand activations, with recall and attention metrics often outperforming traditional advertising formats—especially when Roblox campaigns are integrated with off-platform media. Independent analyses also highlight significant lifts in brand recall when Roblox is used alongside social and streaming channels.
4. Reaching Key Audiences: Gen Z and Young Adults
Roblox is particularly effective for reaching Gen Z and young adult audiences. The platform continues to grow among users aged 13+, while maintaining high DAU/MAU ratios that demonstrate strong retention and habitual usage. For brands aiming to build long-term affinity with these demographics, Roblox offers a natural environment for storytelling, digital products, and interactive brand experiences.
5. Advertising Innovation and New Formats
Roblox continues to expand its advertising and measurement capabilities, introducing new formats such as rewarded video and integrating with third-party analytics providers. These developments lower entry barriers for marketers who require performance measurement and ROI transparency. At the same time, viral experiences have proven their ability to significantly boost engagement and bookings, showcasing the multiplier effect of well-executed branded content.
What This Means for Brands (In Practical Terms)
Rapid Awareness at Scale – Brand experiences on Roblox can reach tens of millions of users in a short period of time.
Deep Engagement – Interactive 3D experiences generate longer session times and stronger brand recall than passive ad formats.
New Revenue and Commerce Opportunities – Digital item sales, live events, and integrations with real-world commerce.
Hybrid Measurement Models – Combining platform analytics with third-party tools enables clear performance tracking and optimization.
Best Practices for Brands Entering Roblox
Define a clear objective: awareness, conversion, or community-building.
Design experiences, not ads: users value content that feels native to the platform.
Collaborate with creators: partnerships with experienced developers increase reach and credibility.
Measure from day one: establish KPIs such as brand lift, average session time, retention, and on/off-platform conversion.
Proven Use Cases
Brands across fashion, sports, and consumer goods have already launched experiences on Roblox—ranging from virtual fashion shows and pop-up stores to themed minigames—and have reported improvements in brand recall and affinity among younger audiences when the experience is well-designed and strategically aligned.
Conclusion / Call to Action
Roblox is no longer an experimental channel—it is a scaled platform with a robust economy, evolving advertising tools, and the ability to generate authentic connections with younger audiences. Brands that invest early in native, immersive experiences—integrated into a broader omnichannel strategy—can gain a meaningful competitive advantage.
If your brand is ready to enter Roblox with a strategic, creative, and measurable approach, BWstudios is the right partner.
At BWstudios, we design and develop brand experiences for platforms like Roblox—from concept and gameplay design to full production, monetization integration, and performance measurement. We act as a strategic ally, ensuring each activation is effective, scalable, and aligned with real business KPIs.
Would you like us to prepare a short concept brief with 2–3 activation ideas and estimated reach/KPIs tailored to your target audience?
How BW Studios Transforms Brands into Immersive Experiences on Roblox
🎮 How BW Studios Transforms Brands into Immersive Experiences on Roblox
In a world where audience attention is increasingly fragmented across digital platforms, interactive experiences have become one of the most powerful marketing assets. Roblox, the leading social gaming and entertainment platform with over 380 million monthly active users—primarily younger audiences—offers an unprecedented opportunity for brands and IPs to connect with their audiences in meaningful and memorable ways.
🌟 Why Roblox Is the New Strategic Playground for Brands
Roblox is not just a gaming platform; it is a social, creative, and participatory universe where users don’t simply consume content—they interact, create, and share experiences. This dynamic makes Roblox an ideal channel for brands to innovate by telling stories that are played, not just watched.
In addition, the platform offers monetization models, live events, social interactions, and an ever-growing set of advertising tools that allow brands and creators to seamlessly integrate engaging and profitable content into virtual worlds.
🚀 BW Studios: Your Strategic Partner for Roblox Game Development
At BW Studios, we offer a unique value proposition: guiding brands and projects through the entire Roblox development cycle, from concept and design to launch and optimization.
With over a decade of experience in game development and more than 50 titles delivered, our team blends creativity, strategy, and technology to build experiences that don’t just entertain—they connect.
Our services include:
🎯 Game Concept & Design: We create mechanics, narratives, and structures that resonate with your target audience.
🧠 Game Design & Level Design: We craft balanced experiences that maximize engagement and player retention.
💻 Roblox-Specialized Programming & Development: We build robust, scalable, and cross-device optimized games.
🎨 Art & Visual Production: From characters to full environments, we take care of every visual and interactive detail.
🔍 QA & Professional Testing: We ensure polished, stable experiences before launch.
🎧 Audio & Sound Design: We create immersive soundscapes that elevate the player experience.
