#5 Power Lunch: How Brands Can Win on Roblox

Today’s episode dives into consumer brands’ next frontier: Gaming. Marc sits down with Olivier Moingeon, the luxury exec turned digital innovator behind Exclusible.

He gives us a front-row view of what’s working as brands deepen their engagement in virtual spaces.

Why This Matters Right Now

Gaming’s exploding as the next major frontier for brand engagement, and Roblox is at the center for Gen Alpha and Gen Z. Here’s how brands can make the leap and actually drive revenue in this space:

* Market Pulse: 80M users logging in daily, 60% over age 13, and aiming to hit 300M users by 2025.

* Prime Timing: Roblox will be rolling out e-commerce integration by 2025, and early adopters are already cashing in.

Key Takeaways & Insights

Audience & Engagement Metrics

* Roblox boasts 80M daily active users, with 60% over age 13

* Users spend more time on Roblox than any other social media

* Example: The Care Bears game hit 3.6M visits in 6 weeks, with play sessions averaging 12-30 minutes (well above Roblox’s 5-minute engagement minimum)

Entry Strategy Options & Costs

* Three levels of entry:a) UGC items - quick, low costb) Game integrations/pop-ups - mid-tier, 2-4 week setupc) Full game builds - low six figures, 3-4 months with ~8-person team

* Pro tip: Budget for 12-24 months of live operations to sustain engagement

ROI & Conversion Metrics

* Revenue paths include:

* Direct in-game purchases (30% Roblox commission)

* Marketplace sales (70% Roblox commission)

* Shopify integration planned for 2025

* Case studies: Chipotle drove 30K store visits via in-game coupons; Beetlejuice boosted movie ticket sales with in-platform purchasing.

Content Strategy Requirements

* Games must launch complete—unfinished releases tank algorithmic reach

* Update cadence: weekly tweaks + big updates every 6 weeks

* Algorithm watches three metrics:

* Engagement (visits)

* Time spent (min. 5 mins)

* Monetization (transactions)

🎯  Actionable Guide for Execs

Based on Olivier’s Growth Playbook

"Success won’t go to the biggest spenders, but to those who genuinely understand and serve the platform’s community." - Olivier Moingeon

🎯 Immediate Steps:

* Define clear goals (brand awareness vs. monetization)

* Pick the right entry point for your brand

* Set a long-term budget

* Craft a strategy that’s native to the Roblox platform

Long-Term Strategy:

* Establish a content calendar with regular updates

* Build community engagement from day one

* Track cross-platform impact and refine as needed

* Ensure a solid content moderation plan

Curated Timestamps

💡  [2:30-6:00] Evolution from NFTs to Gaming

* Discussion of NFT market changes

* Why brands are moving to gaming platforms

* Value proposition for CMOs

🎮 [6:00-11:00] Roblox Platform Specifics

* Platform features: UGCs, advertising, e-commerce integration

* Comparison with other platforms like Fortnite

* Different entry options for brands

 [11:00-15:00] Game Development & Success Metrics

* Discussion of game development challenges

* Platform algorithm explanation

* Engagement metrics and success factors

🔮 [32:00-36:00] Future Outlook & Brand Strategy

* 5-year outlook for brand engagement

* Integration of physical and digital products

* Cross-platform opportunities

* Real-world conversion examples

The Takeaway

Roblox offers a unique chance for brands to build strong, gaming-native positions. Winning requires patience, resources, and a strategy that fits the platform.

That's it for now.

Talk soon,

– Marc

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