Dubit places a brand inside several popular Roblox games at once, then measures what came back. Our Superdrug campaign targeted only high-value Roblox players, those identified as more likely to convert into in-store customers. It produced more than 15,000 store visits in the UK in four weeks.
How far does a multi-game Roblox campaign reach?
Dubit's reach model scales with the number of partner games a campaign runs in. One game gives about 4 million partner-game plays and 13 million brand impressions. Ten games give about 40 million partner-game plays and 130 million brand impressions. Brand-game plays rise with them, from about 400,000 to about 4 million.
Dubit's Starbucks campaign drew 3 million shop visits from APAC players across three partner games. Its Superdrug campaign drew 1.2 million UK plays across three partner experiences.
Dubit places a branded zone, such as a store or an obstacle course, inside each partner game. Players who complete its challenge earn rewards such as sponsor-branded power-ups and avatar clothing.
A brand can appear inside existing games, build a standalone game of its own or run a virtual concert. A fashion brand can open a standalone flagship Roblox store selling both virtual and physical merchandise. A brand can run a rewards programme, where players earn points on Roblox and spend them on the brand's own rewards site off the platform.
How long does a Roblox brand integration campaign run for?
A campaign inside existing popular Roblox games typically runs for four to eight weeks, and Dubit can set one up in one to two months. A brand that builds its own game is after deeper engagement over 3 to 12 months or more. Selling virtual merchandise at scale takes a commitment of one to two years.
Starbucks ran for six weeks 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.
The brand's presence in the partner games ends when the campaign does. An experience the brand owns, built alongside its zone in those games, can live on afterwards.
What is a realistic engagement time per player in a Roblox brand integration?
Dubit's brand integrations drive from under a minute of engagement per player to 10 minutes or more. A branded kiosk, where players spin a wheel for a daily chance to win a prize, gives under a minute. A brand zone that teleports players to an experience the brand owns gives 10 minutes or more.
In between sit two fully branded 3D zones inside the partner games. One with treasure-hunt interactivity drives three minutes or more per player, and one with a custom mini-game drives five minutes or more.
Can a Roblox campaign bring players into physical shops?
Yes. Dubit's Superdrug campaign targeted only high-value Roblox players, those identified as more likely to convert into in-store customers, and produced more than 15,000 store visits in the UK in four weeks. Players redeemed a coupon earned in a game.
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. Results over four weeks: 1.2 million UK plays across three partner experiences and 4.5 years of engagement.
Has a coupon earned in Roblox been redeemed in a shop or app?
Yes, in two of Dubit's past campaigns. More than 15,000 players redeemed a Superdrug coupon earned in a Roblox game in Superdrug's UK stores. In APAC, Starbucks players redeemed 80,000 coupons in the Starbucks app.
Superdrug's players earned a free shower-gel coupon in the game, and the brand saw upsell when they redeemed it in store. Starbucks' coupons were discount codes, unlocked by finding coffee beans in the Starbucks stores Dubit placed inside popular games.
Does a Roblox brand campaign work for a coffee chain or QSR?
Yes. Dubit's Starbucks campaign in APAC returned 80,000 coupons redeemed in the Starbucks app, each a discount code unlocked in the game.
Starbucks: a code earned in the game. We placed Starbucks stores inside three popular games. 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 and 12 years of engagement.
Does on-pack QR-code redemption into a game work?
Yes, for Lunchables. Dubit's Lunchables campaign put a Roblox QR code on the packs, and packs carrying it outsold packs without it by 22%.
Lunchables: the product was 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. Players earned 9.3 billion points along the way.
Who runs Roblox campaigns for beauty and skincare brands?
Dubit does. It has run Roblox campaigns for Maybelline New York, L'Oréal Paris and Differin, Galderma's skincare brand.
Maybelline New York: a standalone game. Glamhattan Colossal Bubble Watch promoted Colossal Bubble Mascara and included an Amazon in-game purchase integration. Designed as a three-month campaign, it returned 110 million impressions, 3 million plays and 40 years of engagement.
L'Oréal Paris: a catwalk. In Catwalk Sim, players walked the catwalk, collected "Worth It" points and unlocked upgrades. It was built to drive awareness of the Le Défilé fashion show and of L'Oréal's Stand Up initiative against street harassment. Players met Stand Up scenarios along the way. Designed as a three-month campaign, it returned 6.5 million plays, 74 years of engagement and a 96% player rating.
Differin: a lobby inside partner games. Differin's Level Up Lobby placed the brand inside high-traffic Roblox partner games. It invited players into a custom Differin lobby, with acne-themed mini-games, power-ups and exclusive UGC to unlock. Activating across partner games, many with strong female audiences, the campaign achieved broad reach. It resonated with Differin's core demographic, particularly teen and young adult women in the US.
How do you measure whether a Roblox campaign changed purchase intent?
Dubit measures purchase intent with a brand lift study. It asks players who saw the campaign and a control group who did not the same questions, then compares their answers. Dubit has measured brand intent for Maybelline and World Gold Council.
The questions are set in advance, up to five of them. They ask whether players know the brand, what they think of it and whether they intend to buy it. Our in-house research team reports the answers as awareness, favourability and intent. For a film, the questions cover awareness, recall of the film, how positive players feel about it and how likely they are to watch it.
We run the study on platform, inside Roblox. An in-game character asks the questions, so players answer inside the game.
Roblox has asked a related question about brands in general. Roblox's survey for its trends report of 9 November 2023 asked 1,545 Gen Z respondents aged 14 to 26 in the US and UK. Of them, 84% said they would be at least somewhat likely to consider a brand in the physical world after wearing or trying on its item virtually. Of the same respondents, 50% said they would be "very or extremely" likely to.
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.
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.
Wear time, the hours players spend wearing a branded item, is not in Roblox's own analytics. We estimate it from our own signals.
