Question 1

What does a brand strategy engagement with Dubit produce?

Accepted Answer

You get a platform recommendation, a concept, a measurement plan and a spend range. Work starts with a two-hour design summit that lands the strategy recommendation and the concept proposal. Discovery follows, covering your brand, your audience and how each platform reaches it. Every recommendation is checked against campaigns we have already run, such as a multi-game campaign played 57 million times.

Question 2

Should we integrate into popular games, build our own game or sell virtual merchandise?

Accepted Answer

We match the route to the goal. Appearing in existing popular games buys reach on a four to eight week campaign, and it is where most brands start. Building your own game establishes a long-term presence, and it needs ongoing support to hold player numbers. Selling virtual merchandise at scale returns two to three times the outlay. That route needs a one to two year commitment producing 50 to 100 items a month. What players spend on avatar items.

Question 3

How do you pick which games our brand should be in?

Accepted Answer

We treat game selection as media planning rather than brand fit. Across a sample of 100 games in our network of 100+ partner games, audiences run from about 90% male to 85% female. They also run from about 70% aged 13 and over in one game to under 30% in another. That spread means the cost to reach one target audience varies by up to eight times between games. Picking on brand fit alone is what makes a brand pay the top of that range.

Question 4

Should we be in the biggest games on Roblox?

Accepted Answer

Usually not. A top 20 game costs two to five times more per thousand visits than games ranked 20 to 200. Running in three to five games at once buys similar reach for a fraction of that. Manchester City ran in six popular games for eight weeks and was played 57 million times, with 301 million impressions.

Question 5

Which KPIs do you set?

Accepted Answer

We map KPIs to three funnel stages and agree them with you before the campaign starts.

- Awareness: reach, partner game impressions, plays, wear time of branded items
- Engagement: engagement time, brand moment starts and completions, community growth, brand lift and recall
- Action: store visits and product purchases

Every campaign includes a brand lift study and weekly reporting as standard. How we measure purchase intent.

Question 6

How long does it take from brief to launch?

Accepted Answer

An integration into popular games launches in four to eight weeks. Your own game takes four months or more, including the testing phases that run before launch. L’Oréal Paris ran its Catwalk Sim on a three month lead time, and it holds a 96% player rating.

Question 7

How do you measure whether a campaign changed what people think of us?

Accepted Answer

We run a brand lift study on a test and control basis, comparing players who met the brand with players who did not. An in-game character asks up to five questions covering awareness, perception and purchase intent. Maybelline’s Glamhattan produced a 40% increase in purchase intent alongside 3 million plays. How we measure purchase intent.

Question 8

Can we pilot first and scale later?

Accepted Answer

Yes, and most brands should. L’Oréal Paris ran a pilot in 2023, then launched across multiple games to promote its fashion show and its Stand Up initiative against street harassment. The campaign has been played 6.5 million times. See the case study.

Question 9

What is a recontactable community, and what is it worth?

Accepted Answer

A Roblox Community is the platform’s equivalent of a brand page on Instagram. Players opt in, and you can then reach them through announcements, events and forums after the campaign ends. Sunsilk’s Hair Care Lab has over 400,000 community members and averages over 2 million plays a month with no marketing spend. L’Oréal Paris’s community passed 85,000 members in the first month of its campaign.

Question 10

What should we plan to spend?

Accepted Answer

Appearing in existing popular games starts at $30,000, and most campaigns land between $60,000 and $150,000. Building your own game starts at $60,000, and most projects land between $150,000 and $350,000. Selling virtual merchandise at scale starts at $5,000 a month, and most programmes run $10,000 to $15,000 a month. Where you land depends on how many games you appear in, how deep the build goes and how long you sustain it.

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