Music Ally Sandbox Guide: Roblox

My latest contribution to Music Ally is now live, this month focusing on artist activations on Roblox. Topics including where the opportunities lie, how to go about setting up a campaign, ‘persistent experiences’ and much more are discussed with the likes of Jillian Rothman from Warner Music Group, and metaverse experience designers Karta. Read the full article at the Music Ally website now.

“When a gaming platform’s daily active users outnumber the population of Italy, then exciting marketing opportunities are undoubtedly afoot. With more than 65 million global daily users spending more than 14 billion hours and $770 million across 5.6 million active experiences and 40 million games in Q1 of this year, Roblox is a powerhouse of a gaming platform - and this has not gone unnoticed by music marketers.

Early music activations in the space saw the likes of Zara Larsson earning in excess of $1 million through sales of in-game merchandise back in 2021, and since then, more and more artists and labels have been heading to the platform to launch bespoke activations in creatively-crafted metaverse spaces. We caught up with experts in the metaverse field to look into existing and burgeoning promotional and monetisation opportunities, and the best ways of building and developing an audience in the ever-expanding Roblox music metaverse.”