Dubit's Virtual Merch team makes and sells avatar clothes and accessories on Roblox, and Dubit sold over 8 million avatar items in 2024. Its AI-driven production pipeline generates hundreds of avatar accessories every week. We offer brands three services: creating the items, developing the Roblox experience that sells them, and building the brand's community.
Creating the items, which is user-generated content (UGC) on Roblox, rests on strategy, on data about trends and on the AI pipeline that scales production. Among what that pipeline has made are more than 300 hairstyles and a virtual makeup range called Get Glam. On the experience side we audit the brand's Roblox experience, improve its gameplay, run drop events and take the brand into partner games with campaigns. Building the community means ranks and perks for members, community events, campaigns that cross communities and TikTok content.
Design starts from data. In 2024 we developed Data-driven Fashion, which uses AI to map fashion trends and create digital apparel. One real-world fashion brand launched its range on Roblox to 6 to 25 year olds. For it we ran a data scraper across Roblox to surface popular items and trends, and used AI to generate design suggestions. The brand's team and ours then chose which items to create and which shops to distribute them across. Sales data from those items directed future trends. For the same brand we designed and launched its Roblox store and apparel, with an Outfit Creator. Alongside collaborations that included popular UGC creators, the brand sold millions of items in its first year. What young people want from virtual fashion is on how young people shop for clothes.
What percentage of Roblox UGC items become hits?
In an analysis of 20,000 Roblox avatar-apparel items, the most successful brands rarely exceed a 9% hit rate. A 2% hit rate is treated as the minimum worth investing in. Sales follow the hits: 90% of a brand's UGC revenue on Roblox typically comes from its top 10% of items.
Hit items typically take about 90 days to reach their sales peak. A star item generates roughly 100x the revenue of an average one. Success depends on finding those star items.
How many virtual items a month should a brand publish on Roblox?
Dubit's own virtual merch brands produce 60 items a month. An analysis of 20,000 Roblox avatar-apparel items puts the peak for revenue and margin at around 80 items a week. Beyond that, hit rates and profitability drop sharply. Brands publishing 1 to 10 items a week often achieve high hit rates, but not the volume for meaningful revenue.
Selling virtual merch at scale takes a 1 to 2 year commitment. It also needs a brand willing to allow a lot of flexibility in how it is used.
