Why Marketers Should Use Roblox and Gaming to Reach New Audiences
I tuned into a fantastic webinar earlier this week, mainly talking about Roblox, but also gaming generally, hosted by Marc Baumann and Stephen Dypiangco, MFA. I wanted to share some of my key takeaways for marketers thinking (and you absolutely should be!) about incorporating these platforms into their planning. These are some things to consider:
Audience Size
Roblox is a cultural phenomenon. You don’t have to have kids to be aware of this! With millions of views of Roblox-related content on external platforms like YouTube and TikTok daily, the potential reach is astronomical. If your brand wants to tap into Gen Z and Gen Alpha, Roblox provides access to an active young gaming community. Want an older audience? Then look to Fortnite, FIFA, and Call of Duty.
Engagement Time
When comparing engagement across platforms, gaming stands out a mile. A TikTok video may hold a viewer’s attention for approximately 15 seconds, but when your audience is gaming, you can expect about 8 minutes of active engagement. This shift could potentially dictate new opportunities for creativity. In online marketing, the focus is on grabbing attention immediately, assuming it will drop quickly. Gamers are more invested meaning there’s more time to connect with them meaningfully (a bit like the TV commercials of yesteryear, maybe?)
Monetising
Brands and creators can monetise gaming in two ways: by building their own games or creating virtual items such as skins and wraps.
A prime example of success on Roblox is Barbie’s Dreamhouse, which launched to coincide with the Barbie hype last year. The game succeeded not only because it was a recognisable brand but also because it was created in a way that was familiar to users, with fresh content that kept them coming back. The takeaway here is don’t try and reinvent the wheel.
Virtual items are relatively small and inexpensive, so the economics can be tricky unless you achieve a high volume of sales. For many creators, breaking even requires their games or products to generate a huge number of monthly visits. This may be where we start looking to influencers or existing users …
Why Are Users and Influencers so Important?
Users and influencers drive discovery and engagement and their influence extends far beyond the game itself. Most will have active social media and streaming platforms where they can show and tell your product(s) to massive audiences. Gamers like PewDiePie and Sniper Wolf are celebrities in themselves.
Advice to Marketers
If you’re not already exploring gaming as part of your marketing strategy, now’s a good time to start! The best way to begin is by educating yourself on the platforms (ask your own kids or borrow a friend’s!)
For brands aiming to engage with Gen Z and Gen Alpha (and, to a not-insignificant extent, their parents, who are all becoming increasingly cynical about SoMe), Roblox might be the key to reaching them where they actually spend their time.
Are you already using games as part of your marketing strategy? Or are you considering it? Let me know!
