Cartoon Network and Rihanna's Fenty Beauty enter the Top 10.
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 experiences have accumulated on Roblox during the previous month in order to see what's currently popular on the platform.
+7% Monthly Increase Across Top 20 Branded Games
When looking at the top 20 branded games combined, overall visits increased +7% month-over-month. In June, the top 20 games collectively had 120 million visits, versus having 128 million in July.
Entertainment Dominates Top 10
Since last year, we've seen the same entertainment brands consistently appear on our monthly rankings lists: Sonic, Miraculous, Warrior Cats, Ben 10, and Hello Kitty.
Why have these entertainment brands been especially successful on the platform?
FUN GAMEPLAY: I believe the top reason is because each of them have robust games that are truly fun for users to play. When looking at branded experiences that have failed to keep players engaged and amass significant traffic, I see very simple virtual experiences with mini games and not much more. Building a fun and enjoyable game is not easy, but the brands that have been able to do so have achieved incredible success in terms of reach, engagement, and in some cases monetization.
FANDOM: Each of these brands have existing fanbases that enjoy engaging with the IP. Entertainment brands are at an advantage when it comes to this ability because they are built to foster fandom.
FAMILIAR STORIES: Unlike most consumer product brands, entertainment brands typically are built on narrative stories and characters for people to root for. Those innate characteristics can translate very easily into virtual world games and experiences on Roblox. Going on quests, overcoming challenges, and leveling up are commonplace within lots of entertainment IP and overlay nicely into engaging games.
Cartoon Network Game On
Warner Brothers Discovery has two branded experiences in the Top 10 this month, Ben 10 Super Hero Time and Cartoon Network Game On.
Cartoon Network had a big +98% increase in month-over-month visits, which appears to have been driven by a free UGC giveaway.
On TikTok the cartoonnetworkuk account announced a free Raven Hood UGC item in July. To claim the item, players had to visit the Cartoon Network Game On experience and enter a code.
In addition to the brand's official TikTok account highlighting this item, several user accounts have released TikTok videos, explaining how to claim the item.
This organic word of mouth can be quite powerful, raising awareness for the brand as well as actually driving traffic to the experience.
Looking at the Cartoon Network Game On page on Roblox, you can see that almost 400K items have been claimed thus far.
I just logged into the experience and claimed the item myself. The process was easy, and I was able to complete the task in less than a minute.
It's also worth noting that the popular Ben 10 Super Hero Time experience contains a portal to the Cartoon Network Game On experience. This is a smart move, leveraging the existing audience for Ben 10 to boost traffic to Cartoon Network.
Global music icon Rihanna's Fenty Beauty broke into the top 10 with nearly 4 million visits in the month with its Fenty Beauty + Skin Experience.
Here's info from the description page about the experience...
Explore the Fenty Beauty + Skin Experience where you’ll be transported to the world of Fenty. Run through giant orange groves + climb mountains of whipped shea butter, then get down to business in the Fenty Beauty Lab + customize your own Fenty Beauty Gloss Bomb! Be rewarded for your hard work with weekly Fenty avatar accessory drops.
Fenty Skin Melt Awf Scavenger Hunt
Collect Fenty Skin ingredients to create your own Melt Awf Cleanser.
💄Create the Next Fenty Beauty Gloss Bomb
Inspire the next Gloss Bomb drop by creating your own in the Fenty Beauty Lab + shipping it to the virtual Sephora Experience! Mix + match colors + effects to make a creation as unique as you. Every week for 4 weeks, the community will pick the top 100 Gloss Bomb creations. The 400 finalists will be shared with Rihanna, who will choose one winner to help inspire the next Gloss Bomb!
🔎Fenty Eau de Parfum Maze
Discover Rihanna’s signature fragrance in Fenty Eau de Parfum Maze.
A TikTok search reveals that this branded experience also used a free UGC item to drive awareness and likely traffic to the experience.
Brands Ranked 11-20
Here are the remaining top-performing brands from this past month:
11. Tate McCrae Concert Experience - 3.6 million visits
12. Vans World - 3.1 million visits
13. Squishmallows - 2.97 million visits
14. Sesame Street Mecha Builder - 2.95 million visits
15. Spotify Island - 2.7 million visits
16. Sunsilk Hair Car Lab Tycoon - 2.5 million visits
17. Harmony Hills RP - 2.35 million visits
18. NERF Strike - 2.33 million visits
19. Tommy Play - 2.32 million visits
20. Vita Coco Coconut Grove - 2.1 million visits
Interested in exploring Roblox as a pathway for marketing and monetization for your brand? Need help developing updated marketing plans that drive not only traffic to your Roblox experience, but also monetization opportunities? If so, email us at firstname.lastname@example.org
Stephen Dypiangco is the CEO of Metaverse Marcom, a strategy and consulting firm helping entertainment and sports brands enter Roblox.