Gaming platform

Roblox will test immersive advertising on the gaming platform

Roblox CEO Dave Baszucki said Wednesday that the Metaverse platform will begin testing an immersive advertising system later this year as a potential way to boost revenue.

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Fast facts

  • Roblox is expanding its brand team in preparation for an immersive advertising pilot for Gucci and Tommy Hilfiger, Baszucki said during a second-quarter earnings call.
  • Roblox is a gaming platform that allows users to develop their own games on it. Fashion brands like Gucci and Tommy Hilfiger have built interactive games on the platform and are selling virtual costumes.
  • “Imagine that a AAA partner has a small pop-up in the town square and players can choose to stop, use that pop-up, portal or door, name it to move to one of our brand experiences, experience something new, grab a free merchant and get back to the experience they’re playing,” Baszucki said on the results call.
  • Immersive advertising refers to advertising through AR, VR and three-dimensional (3D) modeling technologies, which allow merchants to enhance their interactivity, with examples such as Google’s 3D product ad service, Swirl, and filtered ads from Snapchat.
  • Roblox’s average daily active user count in the second quarter was 52.2 million, according to its financial report released Wednesday.
  • The platform’s second-quarter revenue was $591.2 million, up 30% from the same period last year, according to the financial report.

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