Gen Z Consumer Behavior Influenced by Brands Promoted on Roblox
Fun, Friendly Spaces Beat Traditional Advertising
Some commercials make people feel like they're missing out. But creators and their communities make folks feel great. That's why people spend more time in maker-made spaces than brand-driven ones. Take Roblox, with 85.3 million daily users who put in over 2.5 hours each day creating, connecting, and expressing themselves.
Stephanie Latham, Roblox's VP of Global Brand Partnerships and Advertising, sees this shift as a wake-up call. "Constructing a bond goes beyond marketing a product," she notes. "Trust establishes a powerful foundation, especially in worlds where someone feels like they belong."
Why Roblox? Why Now?
Reach isn't everything. Depth is where Roblox shines. "Brands aim to be more than a product in potential consumers' eyes," says Yonatan Raz-Fridman, Supersocial's founder. Supersocial has assisted stars like Walmart, Gucci, and e.l.f. Cosmetics in creating spaces that align with how players play and connect. Raz-Fridman points to e.l.f. UP! - a virtual world where players build businesses - as an example of how brands can add value.
"Effective activations thrive on the gameplay AND the brand's willingness to give control," he explains.
Supersocial Spotlights
- Pinpoint By LinkedIn: Guess the Category
- Queens By LinkedIn: Crown Each Region
- Crossclimb By LinkedIn: Unlock a Trivia Ladder
- Play Now
The Digital-Physical Commerce Union
It's all about consistency, as shown by Walmart's Supercampus - a back-to-school experience built by Supersocial that blended puzzles, games, and commerce with partners like BIC, Crayola, and 3M. By blending digital and physical commerce, brands can drive visibility, engagement, and a new retail strategy breakthrough.
Creators as Influencers on Roblox
Roblox creators like Whosetrade set trends, often before brands realize it. "So many brands don't realize how beloved they are," explains Courtney. "Look at fan-made games for brands that aren't on the platform! That's demand, ready to be unlocked." Take Chrome Hearts, with no official Roblox presence, yet still amassing a fanbase only seen in rare cults.
Courtney broke records with his Adidas collaboration, selling a one-of-a-kind digital necklace for roughly $20,000, accompanied by customized Adidas shoes. And a merchandise collection with PhygitalTwin sold out in just 20 minutes, both in-game and in the real world. "Roblox is ideal for testing new ideas, allowing waste and risk to be minimized," says Courtney.
Data as the Creative Brief
Data isn't just a source for Skylight Media they build custom dashboards, tracking player behavior and interactions, rather than mere views. For example, Visa's virtual farmers market taught players to spend or save, introducing real-world financial literacy concepts, all while hitting over 75 million engagements.
Roblox's Progressive Commerce Revolution
Roblox is evolving into a platform for both digital and physical commerce. In 2023, 1.6 billion digital fashion items were sold, increasing by 15% year over year. 54% of Gen Z confirmed their styles were influenced by their avatars. The next phase? Creators and brands selling actual products directly in Roblox experiences, thanks to Shopify integration in Q2 2025.
Fashion Virally Takes Over Roblox
Since Dress to Impress' launch in November 2023, it's become one of Roblox's most-visited games, with over 2.7 billion plays by September 2024. Players compete, strut, and vote, creating a multiplayer fashion show. Its popularity even sparked a TikTok trend, demonstrating how seamlessly fashion, music, and gaming collide.
Behind the Scenes Artists
Latham highlights the artistic talent behind Roblox's experiences. "The developers are crafting experiences, cultures, and communities. Brands are the guests," she says.
From Attention to Affinity
On Roblox, the smartest brands don't just try to sell; they join the culture. "People pay attention when you blend in, rather than trying to control," says Latham. By forging meaningful connections, brands build emotional bonds that cement brand loyalty. With Roblox, it's no longer about trying to make people feel as if they're missing out; it's about creating spaces where people feel seen.
- The smartest brands today, such as those partnering with Roblox, recognize that constructing a bond goes beyond advertising, as trust establishes a powerful foundation in the network, especially in communities where individuals feel a sense of belonging.
- In the digital realm, Roblox offers an advantage over traditional advertising through platforms like Supersocial, which help brands create spaces that align with how players play and connect, adding value to the gaming experience and fostering continuity between the game and real world.
- Roblox's progressive commerce revolution is noteworthy, as it offers a unique opportunity for creators and brands to sell both digital and physical products directly in Roblox experiences, bridging the gap between virtual and physical commerce and ushering in a new era of seamless interaction.
