First Mover Advantage or Too Early to Tell: Advertisers Mull the Roblox Advertising Opportunity

An early version of metaverse advertising, brands still need to know how the opportunity will translate into dollars and cents

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When Roblox announced last month that it was formally introducing advertising to its platform, it unveiled a new white space unfamiliar and hard-to-define for most brands.

Roblox is a platform where people play games, yet advertising is far from fully realized in the gaming space; it is mostly found in mobile gaming apps and not the complex worlds imagined by Roblox’s creators (although Fortnite is a notable exception). The platform is a social experience, but with people represented by avatars rather than photographs and videos, identity feels more intangible than on the incumbent social platforms.



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