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Media Strategy & Fan Engagement for Gen Z & A on Roblox, YouTube, TikTok | Helping Rights Holders and IP owners with Next-Gen Business Models | Exec Producer | Speaker | Gamer
I said previously that this kind of activation on Roblox 👇🏻will become as standard as releasing a movie trailer when it comes to promoting a movie launch. And why wouldn’t a movie studio spin up an obby to engage one of the 40+ MILLION daily active users that are under 16 on Roblox? In terms of the cost to produce, it’s probably not that much different to a trailer campaign neither. A video trailer is less likely to reach the younger demos, and if it does it will engage them for only a few seconds before being forgotten. An obby on the other hand, will engage users for minutes rather than seconds, and longer if you have plenty of UGC items to tempt users with. Do both and it starts to feel very compelling, and this could serve the 4th instalment of Despicable Me very well when the spectre of franchise fatigue is a risk. And if kids and teens have played your obby, the level of recall of the movie’s release is likely to be much higher IF we assume it works in a similar way to branded ads on the platform. (A Roblox study showed that 75% of users were more likely to notice brands that ‘advertised’ on Roblox compared to brands that advertised elsewhere) #entertainmentindustry