Metaverse/Roblox
In this roblox development case study, we will go through the main factors that make Roblox a great marketing tool and the implementation of each marketing aspect in our own Roblox game. So, let us go right to the part where we demonstrate how Roblox games perform for brands.
Key Takeaways
We achieved incredible results with just a $500 marketing budget.
Our game had 10+ million impressions and 150 daily active players so far.
We created and sold a variety of digital fashion items.
We experimented a lot and perfected our expertise in Roblox development and metaverse development more broadly.
Background
Our Roblox development journey started in early 2023. Roblox hit a milestone of 350 million monthly active users, and brands started promoting themselves in the Roblox sphere. Roblox is widely known as a „popular kids game“ but what about the adult audience in Roblox? Our metaverse development team asked themselves this question and tried to make a Roblox game that would appear to both young and old(er) users.
In this text, we will explore how brands can use Roblox marketing and Roblox spaces to attract customers by partnering with an expert Roblox development team like us.
We will be leading you through a Roblox development case study of our own Roblox game where we targeted the wanted audience. This is still unknown territory for most marketing agencies. However, we were willing to take the first step. We had a lot of experience in creating metaverse spaces (such as our projects on Decentraland) and some of our gamification projects so we were in for the ride regarding such types of industries. We researched further into Roblox and it seemed like a great marketing tool for the food, fashion, and furniture industries.
A platform with over 350 million monthly users is a big platform for almost anything. The idea of a Roblox game is very attractive to brands because it allows users to form a connection with the brand and keep their attention with minigames that allow for the possibilities of the wanted industry.
For example: If a burger restaurant wants a game they can „try to make the perfect burger“ in game, similar to what Chipotle has created in Roblox. Alternatively, a fashion shop it would mean „glam walks“ where the user combinates the best clothing pieces and gets ratings on the combination.) There is a „clothing“ feature in Roblox where you can customize your own character with wanted brand-affiliated clothing where the player has the option to wear it in other games. Overall the possibilities in Roblox are endless with up to 200 players per session where the players can communicate via voice chat and text as wanted.
Project
Roblox Game Design
After the initial research conducted by our Roblox development team, we chose the best option for the game would be a simulation-type game where the player advances through levels and gets better items.
With the SCRUM project management methodology, we constructed a detailed plan to create the highest quality game in the shortest possible time. In other words, we treated this Roblox experience as if it would be a client Roblox Marketing project.
The development time that it took for a medium-scale game like this was around 4 months. In the process, we started a side Idea inspired by the feedback we received from Roblox users on our Discord channel. We created our own clothing brand in Roblox. Fashion is a big topic in Roblox, so much so that there is a whole
Based on our previous experiences with Decentraland where we made the Roblox game available and playable in Virtual Reality too so users can experience the beautiful landscapes and clothing up close.
Gameplay
The game has role-play characteristics with a medium difficulty for players. There is a constant grinding aspect to the game where it keeps the player's attention. First, we created a polished environment with great visuals for all ages and later on added the gameplay mechanics for older audiences. The game consists of getting virtual pets and destroying pre-designated objects to gain currency where the player can advance in the game. Every level you climb to there are “stronger” pets and it goes in a loop achieving the repeatability aspect. With great visuals and a well-structured gameplay model, we achieved the following results:
Roblox Game Demographics
There is a long-standing myth that Roblox games are only played by children. While this was the case a couple of years ago, these children have grown up and now young adults make up the largest age group in Roblox. We made a few tweaks in our game to target it exactly to this audience, as we knew this is the most coveted age group among brands. It worked! Below you can see our demographic breakdown.
Percentage - Age Group
69% — 18+
27% — 13-17
4% — other
Note: those were the numbers in the first week of launching after running ads.
As you can see, the vast majority of our users were over 18, while the second biggest group were teenagers from 13-17 years old.
This proves that Roblox is a very powerful tool for attracting young adults. Both male and female.
Speaking of gender, our game was roughly equally split across genders with males making up 55% of our audience, while females made up 45%.
Results
Our Roblox Marketing experience exceeded our expectations by any metric. These are all the results gathered from just 90 days after the experience launched
Average playtime: 7-10mins
Daily active players: 150 people
Total impressions: 11.2 million
Total player count: 7000 players
Ad spend: $500 USD
Item Sales: 15 items with higher Roblox prices, and 89 with lower Roblox prices
Conclusion:
After creating our own Roblox Development project, we are convinced that Roblox is one of the most cost-effective ways of marketing your product to a Gen Z audience. This has been recognized by major brands such as H&M, NHL, Gucci and many more are recognizing the benefits of Roblox development for their marketing and branding efforts.
With just a $500 marketing budget, we managed to attract 11.2 million eyeballs to our game and have a vibrant community. However, what attracted them was the gameplay experience. And for this you need a good Roblox development team. At TAR, we are experts in creating beautifully crafted and visited Roblox spaces. Get in touch if you would like us to help you create your very own Roblox space.
The main consideration in making those experiences is knowing the field, and knowing what trend is currently going on in Roblox, depending on the brand's standpoint we can offer multiple experiences from something that is trendy and will get a lot of users within a month or getting users naturally with a high-quality game through 3-4 months. Rest assured that with our experience in the field, we will offer our thoughts and the best possible solution for your Idea and Brand.
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