We measure purchase intent with a brand lift study run off the platform, before and after the campaign, against a control group of players who did not meet the brand. Game data records what players did. The study records whether their intent to buy changed.
What the studies have found. Maybelline's Glamhattan Colossal Bubble Watch, a three-month standalone game, produced a 40% increase in purchase intent alongside 110 million impressions and 3 million plays. Chupa Chups' branded kiosk with a daily prize wheel produced +57% purchase intent and +23% brand likability. Players who bought adidas items in Roblox were 70% more likely to buy the real product. The World Gold Council's Gold Hunters measured 89% brand lift.
How a study is run. For the World Gold Council we surveyed 898 13 to 17 year olds in the US before and after the campaign, with a control group of players who had not engaged with the experience. Our Audience Insight team surveys tens of thousands of Gen Z every year and built the brand lift method for Roblox. The report covers awareness, favourability and intent.
What sits alongside it. Every campaign reports against KPIs mapped to three stages. Awareness: total reach, partner-game impressions, plays, and wear time of the branded items. Engagement: time with the brand, brand-moment starts and completions, community growth, brand lift and recall. Action: store visits and product purchases. Clients get weekly reports during the campaign and a final report that compares the campaign to others we have run.
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. What is wear time?