Road to Challenger Brands: Roblox Is Pushing the Evolution of the Internet

The ever-increasing need for connection is fueling the Metaverse

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Messing explains why new brands should embrace the long view. Roblox

While building the Metaverse—an always-on virtual world where people work, play, learn and interact—is a daunting project, Roblox is doing just that. Every day, more than 36 million people around the globe log onto the platform to do a variety of activities, from attending a concert to skiing with friends and designing their own clothing lines. And the pandemic has only accelerated this futuristic version of the internet.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.