Dubit builds original Roblox games for brands, from multiplayer adventures to social sandbox worlds. The team in Dubit's Roblox studio includes game designers, live ops and QA engineers. Sunsilk Hair Care Lab, the tycoon game we built for Unilever, has been played over 90m times, with zero marketing spend after launch.
How many plays can a branded Roblox game get without paid marketing?
One branded game we built has had over 90m plays with zero marketing spend after launch. It is Sunsilk Hair Care Lab, a tycoon game for Unilever, and its players average 10+ minutes of play time.
In the game, players grow a hair-care business, create hairstyles and run a hair lab. It has over 400,000 Roblox community members. Two years after launch, it is still regularly featured in the monthly list of most-played branded games on Roblox, averaging over 2m plays a month.
Should a brand build its own Roblox game or appear in existing ones?
Dubit's advice is to start inside existing popular games, and to build a game of the brand's own for deeper, longer-term engagement. We describe a campaign inside popular games as the best entry point for brands: it typically runs 4 to 8 weeks, for maximum reach. A game of the brand's own suits engagement over 3 to 12 months or more.
We advise against a standalone game as a brand's first way onto Roblox. A game built around one brand mostly attracts players already interested in it. Integrating into popular games reaches a larger, broader audience. A standalone game also needs ongoing budget and long-term support, which suits it poorly to campaign-led activity. Building one before the brand has an audience risks wasting the investment.
A standalone game suits entertainment brands, with a persistent presence on the platform, a higher upfront cost and less predictable outcomes. Partnering with popular games suits non-endemic brands, such as fast-moving consumer goods (FMCG), retail and auto. It offers predictable, scalable results at a lower upfront cost, but only a short-term presence.
A standalone game needs its own game-rating management, but off-platform marketing can point straight at it. It can also draw organic traffic and support a Roblox Community group, which an integration inside partner games cannot.
