Dubit places a brand inside several of the most popular Roblox games at once, then measures what came back. We ran Manchester City's StickerBook Challenge in six games for eight weeks and it was played 57 million times. Our Superdrug campaign produced more than 15,000 store visits in the UK in four weeks.
How far does a multi-game Roblox campaign reach?
Dubit ran Manchester City's StickerBook Challenge in six of the most popular Roblox games for eight weeks. It was played 57 million times, generated more than 301 million impressions and returned 1,276 years of engagement.
How the mechanic works. Players found virtual stickers in each game, won prizes and could follow the club's live scores. We triggered in-game reward drops whenever City scored in real life.
Across campaigns. By July 2025 we had integrated over 30 brands into Roblox games. Those campaigns delivered over 500 million sponsored plays in the previous six months.
How long a campaign runs. A campaign inside games we already partner with is measured in weeks. Manchester City's StickerBook Challenge ran for eight, Starbucks for six and Superdrug for four. Lunchables was the exception at six months, its points earned by scanning QR codes on the packaging as well as in the games.
Where a campaign can sit. A brand can appear inside existing games, build a standalone game of its own or run a virtual concert. It can open a standalone flagship Roblox store selling both virtual and physical merchandise. It can also run a rewards programme, where players earn points on Roblox and spend them on the brand's own rewards site off the platform.
Can a Roblox campaign bring players into physical shops?
Yes. Dubit's Superdrug campaign produced more than 15,000 store visits in the UK in four weeks, where players redeemed a coupon earned in a game. Our Starbucks campaign in APAC returned 80,000 coupons redeemed in the Starbucks app, each a discount code unlocked in the game. Lunchables packs carrying a Roblox QR code outsold packs without one by 22%.
Superdrug: a coupon earned in the game. A custom obstacle course placed inside popular partner games introduced Superdrug's new store design. Players earned a free shower-gel coupon in the game and redeemed it in store. The campaign targeted players identified as more likely to convert into in-store customers. Results over four weeks: 1.2 million UK plays across three partner experiences and 4.5 years of engagement.
Starbucks: a code earned in the game. We placed Starbucks stores inside three of the most popular role-play games in our partner network. Players hunted for coffee beans, and finding them unlocked a discount code redeemed in the Starbucks app, plus exclusive avatar items. The APAC campaign returned 1 million challenges started, 3 million visits to the in-game Starbucks stores, 80,000 coupons redeemed and 12 years of engagement.
Lunchables: the product is the way in. Players earned Lunch Points in six partner games and by scanning QR codes on Lunchables packaging. They spent the points on free avatar clothes. Influencers livestreamed the treasure hunts and awarded bonus points to live winners. Packs with QR codes outsold packs without them by 22%. Players earned 9.3 billion points along the way.
How do you measure whether a Roblox campaign changed purchase intent?
Dubit measures purchase intent with a brand lift study. Maybelline's Glamhattan Colossal Bubble Watch produced a 40% increase in purchase intent. The Gold Hunters study we ran for the World Gold Council sat off the platform, before and after the campaign. Its control group was players who did not engage. The study surveyed 13 to 17 year olds in the US and measured 89% brand lift in a sample of 898.
What the studies have found. Chupa Chups produced +57% purchase intent, +23% brand likability and 17,881 hours of merch wear time. Maybelline's standalone Glamhattan game, designed as a three-month campaign, also returned 110 million impressions, 3 million plays and 40 years of engagement. Among players who buy Dubit's virtual apparel, 70% are more likely to buy the real-world product, a figure we learned from the adidas work.
Who runs the study. Our Audience Insight team surveys tens of thousands of Gen Z every year and has developed brand lift studies for Roblox. Our in-house research team produces the brand-uplift report, which covers awareness, favourability and intent.
What KPIs does a Roblox brand campaign report?
Dubit measures Roblox brand campaigns against KPIs mapped to three stages of the funnel: Awareness, Engagement and Action. Superdrug's store visits sit in Action, read against the 1.2 million UK plays in partner games that produced them.
Awareness. The first stage is a headcount: how many players the brand got in front of, and how often. Dubit counts total campaign reach, impressions in partner games and plays in those games, both total and unique. It also counts the branded items players wore and the hours they spent wearing them.
Engagement. The second asks what those players then did with the brand. Dubit counts community growth, the time players spent with the brand and the brand moments they started and completed. Brand lift and recall come from the studies.
Action. The third looks past the platform, to whether the campaign moved anyone into a shop or a basket. Dubit counts store visits and product purchases.
One thing Roblox does not report. Wear time, the hours players spend wearing a branded item, is not in Roblox's own analytics. We estimate it from our own signals.
