Wear time is the number of hours players spend wearing a branded avatar item. Roblox does not report it, so Dubit estimates it from its own signals. In Dubit's Lunchables campaign, avatar items exchanged for reward points were worn for 1.38 million hours, or 157 years.
In MENA, Chupa Chups' items were worn for 17,881 hours over one month. Across 2024, adidas's Roblox activity reached 316,000 customers, and we put its merchandise wear time at an estimated 3.16 million hours, excluding animations.
The estimate comes from our own popup stores. They sit inside popular games and show what millions of players browse, look at and buy. We combine those signals to model which players are likely to become customers. The adidas wear-time estimate assumes 10 hours of wear per customer. That is our own working assumption.
