Wear time is the number of hours players spend wearing a branded avatar item after they get it. Every hour it is worn, other players see it, so wear time measures how long a brand stays visible after a campaign has ended.
What the numbers look like. H&M's virtual Puffer Jacket from Loooptopia amassed over 700 million hours of wear time in the first 3 months after launch. Lunchables' avatar items, exchanged for reward points, were worn for a combined 1.38 million hours, or 157 years. Chupa Chups' kiosk campaign produced 17,881 hours. adidas's 2024 Roblox activity reached 316,000 customers, with an estimated 3.16 million hours of wear and 77.5 million in-game views of its items. In 2023 we gave away over 12 million avatar items as prizes for brands including Unilever, H&M and NASCAR.
How it is measured. Roblox does not report wear time. We estimate it from our own signals, including what players browse, try on and buy in our pop-up stores inside popular games. For reach estimates we assume 10 hours of wear per customer and 25 views from other players per hour worn.
Where it sits in a campaign report. Wear time is an awareness measure, alongside reach, partner-game impressions and plays. It is the one that continues after the campaign does, because the item stays in the player's inventory.