Influencer marketing is making its presence known on popular gaming platform, Roblox, as brands keen to tap into the Gen Z demographic utilise its pre-existing worlds to intensify engagement whilst reducing commitment. This new marketing approach can be likened to a sponsored post instead of a branded account.
Roblox’s emergence is often paralleled to Instagram’s early days when the platform was key to engaging with the next generation. Therefore, logically, Roblox’s next marketing evolution would embrace sponsored content and its unique take on influencer partnerships.
In essence, brands are looking to leverage the already established world of Roblox as a means to connect with Generation Z, rather than creating customised brand accounts. By thinking of these engagements more as sponsored posts, brands are able to decrease their commitment levels while still maximising the potential of reaching their target demographic through this popular platform.
