Dubit chooses Roblox games for a brand the way a media buyer chooses placements. We match each game to the brand's target audience by country, genre, gender split, age and past performance. The brand then goes into several games at once to scale its reach. Across a sample of 100 popular Roblox games in our network, the cost to reach a target demographic can vary by up to 8x.
We own none of the Roblox games we partner with, so we choose the ones we judge will deliver the best return for the brand. Our recommended media strategy favours mid-size games, those in the top 50 to 200, over the top 50. They offer a more cost-effective CPM (cost per thousand impressions) than the biggest games.
The shortlist starts wide. We canvass a wide range of brand-appropriate titles to find the most efficient CPM, then shortlist a set within budget. The brand signs off the final list before any partner game is contracted.
Choosing the set is a portfolio decision. We weigh brand fit alongside the age and gender of each game's players and its past campaign performance. The aim is a balanced portfolio that maximises reach while minimising the overlap between the games' audiences. Genre is weighed as well, because a game's genre affects brand uplift.
The integration has to suit the game as well as the audience. The best ones make the partner game more fun and rewarding without interfering with its core gameplay.
How much does the audience vary between Roblox games?
In the 100 partner games in Dubit's media-planning model, audiences range from 90% male to 85% female, and the share of players over 13 runs from roughly 70% down to under 30%, depending on the game. Across a sample of 100 popular Roblox games in Dubit's network, the cost to reach a target demographic can vary by up to 8x between games. That comparison splits players into the age bands under 9, 9 to 12, 13 to 17 and 18 and over.
The media-planning model shows the age and gender of the players in each partner game, sorted by the share of players over 13. Alongside the demographics, it weighs each game's popularity in the target countries, its CPM cost and its past performance. The weightings are agreed with the client during media planning.
