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Top 10 Roblox Brand Games (Apr '24)

Poppy Playtime Forever from Jazwares claims the top spot.


Every week we publish exclusive research about how brands are activating on the Roblox platform. At the start of each month, we gather data on how many visits branded experiences have accumulated during the previous month to see what's currently popular on the platform.

+25.5% Monthly Increase Across Top 20 Branded Games

When looking at the top 20 branded games combined, overall visits increased +25.5% month-over-month. In March, the top 20 games collectively had 167 million visits, versus having 133 million in February.

Entertainment (Still) Dominates Top 10

With the addition of video game title Poppy Playtime to this list, I decided to recategorize Sonic the Hedgehog from "entertainment" to "gaming." You can argue that both Sonic and Poppy are both general entertainment titles, but I decided that labeling them as "gaming" would be clearer and more helpful.

As I've stated before, entertainment IP just fits so well with the platform because well-known characters and stories are relatively easy to translate to a gamified virtual environment. Plus, they have built-in fan bases that are excited to connect with the IP in new ways.

While brands such as Walmart and Sol De Janiero have been in the top 10 previously, maintaining a presence among the top performing games requires deep gameplay, which entertainment experiences are better set up for.

Poppy Playtime Forever Takes Top Spot

For the past few months, Barbie DreamHouse Tycoon has been the top branded experience. But now we have a new #1 experience, Poppy Playtime Forever from Jazwares Game Studios.

I first heard about the experience on LinkedIn, where I saw posts about the game's trailer trending on YouTube. As of now, that Roblox trailer video has 3.5 million YouTube views, which I believe is a record for a branded Roblox game trailer. All of these views, which I'm assuming were organic, show that this IP is really strong and has a lot of interest. And certainly they helped effectively promote the game's launch.

Blue monster video clip on YouTube
Poppy Playtime Forever Trailer on YouTube

Personally, I wasn't super familiar with the Poppy Playtime IP or its history until writing this article. I had never played the horror survival game from Mob Entertainment.

However, I had seen the IP out and about in the world.

For example, I had seen it at my local Walmart (in Missoula, Montana, USA) in the toy aisle.

Blue action figure toy in store
Poppy Playtime Scary Huggy Wuggy toy at Walmart.

I had even come across Poppy Playtime toys for sale in Korea next to Roblox IP and Avengers toys.

Toy section of a retail store in South Korea

The IP is clearly popular on Roblox, outside of the official experiences. When looking up the IP on Roblox, there are lots of unofficial experiences that are active and attracting strong concurrent users.

In fact, one of the games inspired by Poppy Playtime called Project Playtime Multiplayer has over 200M lifetime visits.

So why was the official Poppy Playtime Forever experience built by Jazwares so popular upon its release?

According to Kyle Hulse of Jazwares Game Studios, "It's a mix of great IP, great partners, and a really compelling UGC-focused game model that plays to the strengths of the platform as well as the brand."

There was also some marketing support at launch. "We did have a 10,000 copy limited time baseball cap that was given to the first users to complete the "story" mode of the game," says Kyle.

Strong IP, viral game trailer, free UGC and excellent gameplay are all great factors that this experience was able to propel it to great success thus far.

Here's more about the Poppy Playtime Forever experience from the description:

Welcome to Poppy Playtime: Forever, where playtime never ends.

TEAM UP 👥 - Unravel puzzles and escape the Playtime Co. Superstore with friends.
CREATE 🛠️ - Design custom levels and tell your own stories.
EXPLORE 🌏 - Play user-generated levels in an ever-expanding world.
UNLOCK 🔓 - Earn skins, characters, level packs, and more.

Don't forget to hit 👍 and ⭐ if you’re enjoying the game!

©2024 Jazwares LLC
©2024 Mob Entertainment, Inc
Poppy Playtime is a trademark of Mob Entertainment, Inc.

tags: puzzle, horror, poppy playtime, build and create, user generated content, ugc, scary, huggy wuggy

Godzilla x Kong Obby on Roblox

Rounding out the top 10 this month is Godzilla x Kong Obby from Warner Bros and The Gang. These companies have worked together on past movie titles such as Aquaman, Black Adam and Shazam.

The experience has a strong amount of user generated social media content, including this YouTube video, which has over 108K views:

Here's more from the description:

Our world is in danger…  ⚠️
From an evil hidden deep inside our planet… 👿

💥ACTIVE CODE - Godzilla
💥ACTIVE CODE - Amazing
💥ACTIVE CODE - Funtimes
💥ACTIVE CODE - Legends
💥ACTIVE CODE - Legendary

🌎 Jump into the Hollow Earth and Complete the Obby! 🧗
🏃🏽 Play and run through Jungle Mountain and Crystal Cave zones! 🏜️ ⛰️💎
🎞️ Experience an exclusive interactive trailer for ‘Godzilla x Kong: The New Empire’! 🦍🦖
🎁 Grab Weekly FREE UGC! Godzilla Tail, Godzilla Head, Kong Head. Kong Suit 🥳
🤝 Meet Mini Kong! 👶🦍
👀 See Godzilla x Kong: The New Empire in Theaters March 29! 🎥
 Your Monsterverse Adventure Starts Here! 🌌

Brands Ranked 11-20

Here are the remaining top-performing brands from this past month:

11. TMNT Battle Tycoon – 4.1M

12. Aimblox – 3.39M

13. E.L.F. – 2.09M

14. Twice Square – 1.9M

15. Sunsilk Hair Care Lab Tycoon – 1.88M

16. Sesame Street Mecha Builders – 1.80M

17. Cartoon Network Game On – 1.6M

18. Squishmallows – 1.56M

19. Jaws: Infested Waters – 1.51M

20. Alo Sanctuary – 1.50M

Stephen Dypiangco is the CEO of Metaverse Marcom, a strategy and consulting firm helping entertainment and sports brands enter Roblox.

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