Karlie Kloss's new experience has strong debut
Every week we at Metaverse Marcom publish exclusive research about how brands are activating on the Roblox platform. And at the start of each month, we gather data on how many visits branded games have gotten on Roblox during the previous month in order to see what's currently popular on the platform.
+30% Monthly Increase Across Top 20 Branded Games
When looking at the top 20 branded games combined, overall visits rose +30% month-over-month. In February, the top 20 games collectively had 103.7 million visits, versus having 135.2 million in March.
This major increase is likely due to a combination of several factors:
1) Brands boosting user acquisition through a variety of methods, including paid ads, portals, and free UGC items.
2) March is a longer month with 31 days vs 28 days in February
3) At least in the US, some kids began having spring break vacations, leaving more free time to play Roblox
4) The Roblox user base continues to grow, having announced a record high of 67.3 million daily active users last month
Big Debut for Innovative Karlie Kloss Game
Having tracked branded Roblox games for several months now, we've seen successful launches from the likes of SHEIN, the NFL, and the Australian Open. In their first calendar month of release (which could be much less than 30 days, depending on when the game went live), these branded games have garnered about 4-5 million visits. But Karlie Kloss's new experience did twice as well in it's first few days of release.
Fashion Klossette [BETA]
Lifetime Visits: 10,475,375
March Visits: 10,475,375
Having previously released a limited time fashion experience on Roblox last year, fashion model Karlie Kloss is no stranger to Roblox. With the release of her new successful experience, made in collaboration with Sawhorse, Kloss shows that she's very serious about building and innovating on the platform.
The experience offers players a variety of ways to customize their avatars through makeup and UGC items. Here's what the description says...
Experience Fashion Klossette, where you can:
🔎 Discover the best fashion on Roblox.
🪡 Create your own looks
🖼 Share them in your own Gallery, on the Runway and in your Profile
You can also:
✨ Customize the fabric, color and texture of Klossette exclusive items
💄 Customize eye color, hair color and a full range of makeup
🪞 Try our new avatars
🛍 Try on and shop from a catalogue curated by fashion model Karlie Kloss
👩🎨 Design with friends
Earn-able Items
🎁[Klossette Oversized Sweater] - earn after publishing a look to your Gallery or a Runway
💝[Messy Blonde Bangs] - earn when you finish all the tutorial quests
🎁[Karlie Kloss’s Hair] - earn when you gain 5 followers
Twice Square
Lifetime Visits: 4,906,790
February Visits: 4,906,790
The other top 10 debut this month was from K-Pop band Twice, who offered fans a carnival-themed experience made by Karta. This Roblox release was timed to coincide with the band's latest album release, which the band also heavily promoted by making the rounds or US talk shows and doing extensive press. All of that paid off with a strong debut for the album on the Billboard charts.
Here's more about what the game offers fans from the description...
In TWICE Square you can:
🧸Trade TWICE-themed items, including plushies inspired by each member
🗝️Escape the “Set Me Free” Escape Room (hint: it’s easier with friends!)
⌛Test your TWICE knowledge while racing the clock
💃🏻Dance using emotes made with TWICE choreography
🛍️Shop official avatar accessories inspired by the members’ looks
🫶Connect with friends, new and old!Hello Kitty Cafe - New Top-Ranked Branded Game
After several consecutive months of Sonic Speed Simulator (Gamefam) topping these charts, we have a new #1 brand: My Hello Cafe from Rock Panda studios.
My Hello Kitty Cafe
Lifetime Visits: 248,300,623
March Visits: 27,019,580
How did Hello Kitty beat Sonic this past month? As always, we look to the game's description section on Roblox for clues...
🚨UPDATE LOG🚨
Get this Cinnamoroll Hat for free when you reach Level 35 (3.22-4.22)
-Add Easter event
-Add 7 Day birthday Day's event
Find two mystery codes within the time limit combine them and earn a reward
-Add new Sanrio character
-Add four sets of outfits for new Sanrio character Free UGC
As we've noted in the past, Roblox players love earning free UGC virtual items, so it's no surprise that this update includes that benefit for players.
Timely Easter Update
We've also seen games freshen up an experience by releasing a seasonal update, and Hello Kitty did that as well to celebrate the Easter season.
Cartoon Network Game On
Lifetime Visits: 5,538,720
March Visits: 3,288,217
Cartoon Network's branded game increased monthly traffic by +240%, which is quite impressive. In order to figure out how this happened, I visited the game page. And while the description did not offer any clear clues, the badges section did...
This badges is awarded to players who come to the Cartoon Network Roblox games from the Ben10 Roblox game, which is also made and controlled by parent company Warner Brothers. Based on this badge data, 1.4 million players have visited Cartoon Network Game on from Ben10.
Here's a look at what the portal looks like within the Ben10 game...
The portal is featured quite prominently near the spawn point. And what's cool is that the portal isn't easy to reach. You actually have to bounce on a trampoline in order to reach the portal, so it's some what of a mini-game to get there. That makes it fun and intriguing for players to do.
It's also worth noting that you can see ads for Cartoon Network and HBO Max clearly on display. The company is using all of the traffic its getting to make sure it makes players aware of where to watch Ben10 and other cartoons it owns.
Stephen Dypiangco is the CEO of Metaverse Marcom, a strategy and consulting firm helping entertainment and sports brands enter the metaverse.