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

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. Roblox has also become synonymous with the metaverse, a still largely untested new concept of digital worlds that McKinsey estimates will generate up to $5 trillion in value by 2030.