#4 Power Lunch: The Immersive Commerce Opportunity for Brands

Hi, it's Marc ✌️

We just wrapped up another Power Lunch with Jean-Charles Capelli (Chairman) and Matthew Warneford (CEO) from Dubit.

Why it’s interesting: Dubit, founded in 1999, is pioneer in building virtual words for brands. They’ve recently worked with Starbucks for their Roblox activation.

We Talked About: User growth, brand perception, and evolving strategies on Roblox and where brands should focus next.

📊 Data Drop: Top Brands on Roblox

We have curated a dataset of 100+ top brands on Roblox and their activation in immersive commerce. Subscribe to PRO to get free access to all the data (at the bottom of the article) 👇

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Key Takeaways:

* The Roblox Opportunity: Roblox has gone from niche to mainstream, now offering brands a direct way to reach younger consumers. Beyond Kids: With over 100 million users aged 18+, 66 million daily users and 4.7 billion hours spent monthly. Initially seen as low-quality, the platform has evolved with brands like Starbucks, Adidas, and are running campaigns there.

* Winning strategies include:

* Integrating virtual stores in popular Roblox games.

* Offering real-world rewards to bring users into physical stores.

* Creating virtual branded items to build customer loyalty.

* Using in-game ads for a simple, effective brand entry.

* Leverage Data-Driven Insights for ROI: Roblox isn't just about virtual fun—it's driving real-world sales and ROI.

* With 22% sales uplift from Lunchables’ Roblox campaign, scanning a QR code on physical products drove in-game rewards and increased real-world purchases. Measuring engagement metrics beyond impressions is critical for optimizing campaigns.

* Action: Use QR codes or other mechanics to track in-game behavior and tie it back to real-world sales or brand loyalty for tangible ROI.

* Start with Authentic Integration

* Brands like Adidas, H&M, and Starbucks are entering platforms like Roblox through immersive, branded experiences instead of traditional ads. Brands should focus on integrating organically with gameplay and user experiences to build brand affinity.

* Action: Explore creating branded mini-games or immersive spaces in popular games rather than just placing ads. For example, Starbucks’ virtual store in Roblox boosted real-world foot traffic through loyalty rewards.

* Interoperable Loyalty Programs

* Building a cross-platform loyalty system, as Dubit does, allows users to carry loyalty points across platforms like YouTube and Roblox. This strengthens brand relationships and incentivizes engagement.

* Action: Develop cross-platform loyalty programs that allow users to accumulate and redeem points across digital experiences, increasing touchpoints and engagement opportunities.

* Roblox Controversy on Inflated User Numbers

* Despite the controversy over inflated daily active accounts, Roblox’s 22% sales uplift from campaigns like Lunchables shows the platform still drives real-world results. Brands should focus on monetizable engagement over raw user numbers.

* Action: Leverage in-game rewards tied to real-world purchases (e.g., QR codes) to boost ROI, and track conversion metrics like sales velocity or store visits to measure success.

* Competitive Platforms

* As Roblox faces controversy, platforms like Fortnite's UEFN and ZEPETO offer alternatives with growing user bases, and Meta’s Horizon Worlds is investing in creating immersive social experiences without requiring VR. Each platform targets different demographics, with Fortnite focusing on older teens and adults, while ZEPETO appeals to younger, social-oriented users.

* Action: Expand beyond Roblox by testing brand activations in Fortnite's UEFN for a more mature audience and ZEPETO for Gen Z. Track user engagement, brand affinity, and real-world conversion metrics on each platform to see where your brand resonates most effectively.

🚨Save your spot! How to build successful games in Roblox

Join us today at 12:15pm EST for a conversation with Olivier Moingeon, Co-Founder & CEO of Exclusible – the cutting-edge tech studio behind some of the biggest brand moves in Roblox, Fortnite, and others! 🎮

See how brands are winning in the gaming world firsthand 👇

That's it for now.

Talk soon,

– Marc

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