Annabelle Stephenson
Innovations in digital collaborations have revolutionized brand engagement, as seen in the dynamic partnership between Paris Hilton and Roblox that birthed Slivingland. This virtual domain, a homage to all things Hilton-related, has captivated a vast audience, welcoming 3.4 million visitors by February 2024, a feat equivalent to a $60 million advertising campaign.
GEEIQ’s insightful analysis, conducted in partnership with media company 11:11 Hiltona, underscores Roblox’s role as a premier communication channel for brands seeking immersive engagement opportunities. This report highlights Roblox’s enduring popularity, firmly establishing it as a pioneering force in the digital landscape. In 2023, Roblox retained Generation Z users for extended periods, surpassing platforms like TikTok.
The allure of Slivingland lies in its diverse offerings, with the average user spending 11 minutes daily exploring captivating attractions within this virtual universe. From the opulent virtual Hilton hotel to bustling nightclubs, various shops, and engaging mini-games, Slivingland offers a rich and multifaceted experience.
While Paris Hilton shines as a trailblazer within Roblox’s digital realm, numerous brands recognize the platform’s potential for collaboration, drawing from its massive user base of nearly 220 million active monthly users. The GEEIQ report accentuates that over 400 brands have leveraged Roblox for advertising activations, showcasing a noteworthy 110% increase from the first quarter of 2023.
Brand collaborations on Roblox span a wide array of categories, including fashion and beauty, toys, entertainment, sports, food and beverages, and travel. Brands, inspired by Hilton’s success, have crafted elaborate installations such as Gucci Town, Walmart Discovered, H&M Looptopia, and a virtual Chipotle restaurant dating back to 2021.
Of particular interest is the burgeoning resale market for Roblox-related accessories, wherein companies like Amika view this platform as a unique avenue for advertising. This shift mirrors the evolving preferences of Generation Alpha, marked by brand loyalty and a keen interest in cosmetics. For Amika, Roblox serves as a gateway to engage with a fresh cohort of consumers seeking immersion in novel brand narratives.
The triumphs of Paris Hilton and various brands underscore the significant rewards achievable through partnerships with Roblox, capturing the imaginations of young audiences and fostering lasting brand connections. The platform’s potential for the advertising industry and companies targeting emerging consumer segments is truly boundless.
—
