Latest news with #TwinAtlas
Campaign ME
5 days ago
- Business
- Campaign ME
How Roblox is unlocking next-gen commerce for MENA brands
Roblox is redefining e-commerce by integrating physical product sales within its immersive gaming environment. This presents a significant opportunity for brands, especially in MENA, to tap into next-generation commerce and bridge digital and real-world shopping experiences. A look at key numbers and evaluating market potential 97.8 million daily active users globally engage with Roblox, creating a massive audience for brand exposure. 50 per cent of Gen Z respondents are likely to consider a brand in the real world after experiencing it virtually. 90 per cent of total orders for Twin Atlas came from in-game commerce, proving strong demand for physical products linked to digital experiences What's in it for brands in the MENA region? Massive reach : The integration of commerce into gaming allows brands to access younger audiences, particularly Gen Z and Gen Alpha, who engage socially and transact digitally. : The integration of commerce into gaming allows brands to access younger audiences, particularly Gen Z and Gen Alpha, who engage socially and transact digitally. New revenue streams : Brands can create virtual storefronts where users not only explore and engage but buy physical products linked to exclusive digital rewards. : Brands can create virtual storefronts where users not only explore and engage but buy physical products linked to exclusive digital rewards. Stronger brand engagement: Retailers and manufacturers can leverage gamification to drive repeat purchases and deepen customer loyalty. SWOT Analysis – Should MENA brands move quickly? Strengths High digital penetration and mobile-first economy in MENA. Rising interest in gamified shopping experiences among youth. Established brands like Fenty and The Weeknd already leveraging Roblox commerce. Weaknesses Limited adoption of in-game retail in MENA. Need for regional localisation in language and payment methods. Opportunities First-mover advantage for brands entering metaverse-driven commerce. Ability to integrate regional cultural elements to enhance local engagement. E-commerce meets entertainment, offering immersive brand storytelling. First-mover advantage for brands entering metaverse-driven commerce. Ability to integrate regional cultural elements to enhance local engagement. E-commerce meets entertainment, offering immersive brand storytelling. Threats Brands lagging behind in digital transformation risk missing engagement with Gen Z & Gen Alpha audiences. Regulatory concerns may require careful adaptation of commerce mechanics. What are the next steps for MENA brands? Explore commerce integration on Roblox experiences targeting local users. Partner with gaming studios to create branded activations linked to physical products. Leverage accelerated mobile pages (AMP) to ensure product authenticity and consumer trust. Use AI and personalisation to tailor shopping experiences for regional preferences. Move fast — the space is evolving quickly, and early adopters will reap the benefits. By Ravi Dutt, Managing Partner, AtomX Media
Digital Trends
15-05-2025
- Entertainment
- Digital Trends
Roblox creators can now sell physical merch in-game
Purchasing in-game items is nothing new to Roblox, but now users can shop for actual physical merch and receive an avatar item on top of it. Eligible creators can bundle digital items with physical purchases, according to Roblox's announcement, and it opens up more avenues for creators to generate revenue in-game. 'Our vision for the future of shopping is an experience that's more exciting and social than the traditional online shopping experience. On Roblox, you can explore virtual stores, try on clothes, and share the experience with others,' the post reads. 'This naturally builds interest and purchase intent. Now we're taking it one step further, bridging the gap between virtual and real-world shopping by enabling Roblox users to purchase physical items.' Recommended Videos Roblox is a powerhouse of popular titles, many of which eclipse the top-played games on Steam. For example, Brookhaven RP has been favorited more than 23 million times, with more than 477,000 active players at the time of writing. Roblox reports that one of its creator studios, Twin Atlas, made more than six figures in the first few weeks of using the commerce platform. The potential for large earnings is there, especially with the more popular games on the platform. Players can browse real-world items, trying them on virtually to check how they look before deciding whether to purchase them or not. According to a 2023 survey, many shoppers — Gen Z in particular — are more likely to purchase an item after trying it on virtually. Roblox has partnered with Shopify, but it calls the platform its 'first' integration partner, suggesting more are in the pipeline. Even larger, well-known brands are leaping aboard, with companies like Fenty Beauty utilizing the Roblox commerce platform. The Weeknd is also offering a ticket for his upcoming film, paired with a digital in-game item. Anyone interested in utilizing this platform must meet the requirements to become an eligible creator, which include verifying your ID, having a Roblox Premium subscription, and following Roblox's Community Standards. It joins several other programs that creators can use to generate real-world revenue from Roblox users, including the Creator Affiliate Pilot Program and selling avatar items and games.
Business Insider
15-05-2025
- Business
- Business Insider
Roblox wants to become the new shopping mall for Gen Z
Roblox is known as a Gen Z destination for gaming and hanging out. Could it soon also be the place young people go to shop? That's Roblox's stretch goal, at least. Roblox on Thursday said it was expanding its commerce program, allowing more creators and brands to sell physical items — think hoodies, lipsticks, plushies, and concert tickets — without leaving the platform. The commerce push forms part of a broader companywide ambition for Roblox to make up 10% of the $180 billion global gaming market. To do so, it's diversified its revenue streams, generating income from subscriptions, the sale of virtual goods bought using its virtual currency Robux, and through advertising. "Everywhere there's digital goods being bought, we will look at ways in which there is an opportunity to actually buy physical goods," Louqman Parampath, VP of product for ads and commerce at Roblox, told Business Insider. Starting in the US, creators can integrate items from their Shopify catalogs into the virtual experiences on Roblox for users ages 13 and over (and 18-plus in Texas) to buy. The company said more commerce partners and locations are on the way — it previously partnered with Walmart on a trial to sell physical items, for example. Parampath told BI that over time, he envisions Roblox becoming more of a marketplace-style offering, and famous stores like the Nike store might appear across several popular Roblox experiences. "Our plan is to have much deeper product-catalog integrations, which means the variety and diversity of products that will be available across our experiences, and perhaps even a marketplace, will continue to grow," Parampath said. Roblox has been outlining its real-world commerce plans since at least 2023, and began testing last year. The company said the creator studio Twin Atlas generated "six-figure commerce revenue" in a few weeks after it began selling T-shirts and hoodies in Roblox games like "Creatures of Sonaria" and "Dragon Adventures." Fenty Beauty and Warner Bros. were also early testers of the commerce program. Twin Atlas said around 90% of its merch sales now come via Roblox versus its own website. Elsewhere, pop star The Weeknd is launching a ticket bundle within Roblox for his coming feature film "Hurry Up Tomorrow," which will be released in movie theaters later this week. James Poulter, head of AI and innovation at the marketing agency House 337, said Roblox will need to ensure the commercial expansion of its real-world shopping efforts doesn't disrupt gameplay and provide adequate controls to prevent its young users from overspending. "At worst, it risks becoming an Amazon-on-steroids scenario where children are immersed in a commercial environment that parents may not be comfortable with," Poulter said. Roblox said goods sold must adhere to its newly published commerce standards and other applicable policies, such as its community and advertising standards. Roblox sees commerce as a flywheel for its ad business Roblox is also bringing virtual goods to the real world. Through its Approved Merchandiser Program, brands can add a Roblox badge to their packaging and merchandise that contains a code which can be transferred for digital items users' Roblox avatars can wear and use. A Roblox spokesperson said that the company doesn't take a cut from sales of physical items bought through the Shopify integration but will earn a commission from any paired avatar item or developer product sold. Those fees can vary, determined by the total price and price ratio of both the physical and virtual item, exclusivity, and category of the item, the spokesperson said. Parampath said Roblox is also hoping these efforts can help prove the effectiveness of its advertising to marketers. "If you run a campaign for any particular product and that particular product is also purchased on our platform by a subset of our users, you can effectively close the loop," he said. Chris Camacho, CEO of the ad agency Cheil UK, said commerce on Roblox will be of particular interest to fashion, beauty, and lifestyle brands looking to reach younger audiences. Roblox said it had around 97.8 million daily active users as of its first quarter, 62% of whom were over 13. "For Gen Z and Gen Alpha, seeing an avatar in a hoodie, a lipstick or a pair of trainers and being able to buy the real thing on the spot just makes sense," Camacho said. "This is commerce on their terms: instant, contextual, and embedded into the experiences they already love."
