supermarket chain
Lenta
1.6M visits and #1 in favorites among the young audience — engaged Gen Z and drove offline purchases.
- 1.6M+
- visits
- TOP-1
- by favorites
- 21
- ad impressions per player
- 62/38
- share <13 / 18+, %
Oi_iO Metaverse lab · Roblox for brands
We build brand universes in Roblox where users become the main characters
A branded world is media, 1st-party data and community at once. Engagement in minutes, not seconds of an impression — measured by a third party.
- 132M
- enter Roblox daily
- ~2.6h
- per day per player
- 97%
- event participation
- 1.6M+
- visits, our Lenta case
The attention shift
The young audience moved to Roblox — and it skips & blocks ads
Budgets buy 1–2 seconds of a glance. This audience spends hours in worlds — on its own.
132M
enter Roblox every day
+35% YoY · Roblox SEC, Q1 2026
~2.6h
per day per active player
calc: 31B h/quarter ÷ DAU
~48%
of 16–24-year-olds run an ad-blocker
GWI, 2024
Skip
youth mass-disable intrusive ads
Bulbshare survey, 2022Paid impressions are rented seconds. A branded world is bought minutes that stay with the brand.
The attention economy
Same budget. Different physics.
Compare across three axes — attention · price · what is left.
Traditional advertising
A branded world in Roblox
Attention
1–2 seca fleeting glance — they scroll on
10+ minthey enter and stay on their own
Price
$8–40CPM — per 1,000 impressions, every time again
Fixed budgetonce per asset — then it works on its own
What is left
Nothingthe impression ends — the contact is gone
An asset + datathe world, 1st-party profiles, UGC remain
Independent measurement
Presence in Roblox drives brand demand
Not platform self-reports: Disqo, Nielsen, Kantar, DoubleVerify, IAS.
+13.6pp
more brand searches after a visit
Chipotle · Disqo Outcomes Lift, 2023
+10.1pp
more visits to the brand’s site
×5–6 to search & visits · Chipotle, Disqo
100M+
visits to Vans World — a world lives for years
The Drum
Nike
put Roblox in its investor report
Nikeland ~21M visits — a strategy lineTrack record
Our cases — numbers, not promises
supermarket chain
electronics
Samsung
97% reached participation, experience score 9.3/10 — an eco-quest marketing event for teens.
- 400+
- peak concurrent players
- 97%
- announcement → participation
- 9.3/10
- experience score
- 64/36
- share <13 / 18+, %
film distribution
Central Partnership
300k+ players at the first cyber-premiere of a film in the region — the marketing funnel became a game.
- 1st
- cyber-premiere in the region
- >300k
- unique players
- 10min
- average time inside
- 71/29
- share <13 / 18+, %
Measurement & safety
Every KPI is tied to a business result — confirmed independently
AHow we measure
- Control vs exposed group
- Brand-lift and search-lift
- Completion and dwell
- Promo codes/QR offline + CRM match
BWho confirms
- Nielsen / Kantar — brand-lift, like on TV
- DoubleVerify / IAS — the ads were seen
- Numbers are auditable — a CFO will accept them
CBrand safety
- Isolated brand space, age gate 13+/17+
- Whitelists, chat / UGC moderation
- Kill-switch + crisis playbook
The path in
We enter in a controlled way — no blind bets
A staged path with a go/no-go decision after a cheap, reversible pilot.
-
1
Pilot
An MVP world and first metrics on a real audience. Fixed budget.
→ go/no-go decision -
2
Flagship
A full branded world: mechanics, events, merch, media support, reach at scale.
-
3
LiveOps
Growth and retention: updates, seasons, events. Planned from the start.
Engagement models
Two ways to enter
Package 1
World Launch
fast brand entry into Roblox
- Branded hub-world: 3 signature experiences, central square, photo zones
- Mascot avatars + UGC merch drop
- Launch event with creators
- Cross-platform: PC, mobile, console
Timeline — 6–8 weeks to launch
Package 2 · recommended
Partnership
year-round presence on the platform
- Everything in Package 1
- Q1–Q4 seasonal updates: new experiences, events, collections
- Promo-code funnel to real sales
- Dedicated project manager & LiveOps team
Timeline — 12-month program
Both start from a fixed-scope pilot: we prove the numbers, then scale to the year-round program.
Start here
Let’s build the future together
Send a request — in 4–6 weeks you get a game concept, a KPI plan and a go/no-go decision.
Start a pilot