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Top 10 Roblox Brand Games (Mar '24)

Kung Fu Panda 4 and beauty brand Sol De Janiero enter Top 10.

 

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.


+6.5% Monthly Increase Across Top 20 Branded Games

When looking at the top 20 branded games combined, overall visits increased +6.5% month-over-month. In February, the top 20 games collectively had 133 million visits, versus having 124.8 million in January.


Entertainment Dominates Top 10

Once again, we're seeing entertainment properties dominate the top 10. With the exception of Sol De Janiero, all of the other top 10 experiences are entertainment related. 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.


Kung Fu Panda Leverages Free Emotes for Strong Start

Last month we saw Sponge Bob from Paramount break into the top 10. This month, a different animated kids property, Kung Fu Panda from Universal Pictures / Dreamworks Animation climbed all the way to 7th place with 8.9 million visits in just around 8-9 days.


Full disclosure, I worked on this project as part of the Sawhorse Interactive team.



Released to promote the latest installment of the Kung Fu Panda franchise, Kung Fu Panda 4 Obby on Roblox offered players a chance to earn a highly-coveted emote by completing the first chapter and spending at least 15 minutes in the experience. In the experience, players must team up with another player to complete a 2-person obby (obstacle course).


I may be a bit biased, but the experience looks super stunning, bringing players into the world of Kung Fu Panda. The attention to detail is remarkable and unlike your typical obby experience on the platform.



We've seen Universal Pictures promote other Dreamworks Animation films via integrations into other experiences such as Trolls into Rec It and Trolls into Livetopia. But this is the first time we've seen a standalone experience for one of their titles.


Relative to other recent entertainment releases, this branded obby is doing incredibly well. As of this writing in early March, Kung Fu Panda 4 Obby already has over 11 million visits. Other entertainment releases have had fewer visits including Spy Kids (1.9 million lifetime visits), Aquaman (1.1 million lifetime visits), and ELF (957K lifetime visits).


Here's more about the Kung Fu Panda experience from the description:

*CHAPTER 2 RELEASED. EMOTES RESTOCKED*

Po is looking for the next Dragon Warrior. COULD IT BE YOU?

Welcome to Jade Palace, where Po challenges you and a friend to a 2 PLAYER OBBY. Team up, race to the finish, and earn enough food points for a 💥FREE SKADOOSH EMOTE💥 (only available for 3 weeks!) and 🥟FREE UGC 🥟.

No Robux. EVERYTHING IS FREE.

For the next 6 WEEKS, you can:

🍜 Redeem FREE LIMITED UGC from Mr. Ping’s Noodle Shop
🐲 Earn a FREE LIMITED EDITION EMOTE (Only 300-400k per week!)
🐉 Race through 15 breathtaking 2-Player obby stages.
💨 Fly to the top of the leaderboards
🥟 Collect Chinese food!
🥋 Watch the Kung Fu Panda 4 trailer
🎍 Meditate in the Valley of Peace

Only 300-400k emotes/week available!

2/28 - HALL OF HEROES OBBY | FREE EMOTE (300k) | MORE FREE UGC
3/6 - JUNIPER CITY OBBY | FREE EMOTE (300k) | MORE FREE UGC

Sol De Janiero Brings Brazil to Roblox

Full disclosure yet again, I also worked on this project as part of the Sawhorse Interactive team.


To be honest, I didn't know what Sol De Janiero was before I worked on this project. But my teen and tween daughters sure knew about this super popular beauty brand, whose products can be found at Sephora stores and also across social media platforms like TikTok and Instagram.


For their activation, Sol De Janiero brought their products and a Brazil-themed setting into their 1-month pop up experience, which ran during February. In the game, players could give compliments to other players, wear various branded products on their avatars, and collect charms scattered around the map.



With strong affinity for their brand among Roblox players and excellent social media content to help spread the word to their fans, Sol De Janiero had a very successful activation, becoming the top beauty brand on the platform in February with 8.3 million visits.


Here's one of their popular social assets, which has over 1 million views on TikTok:



Here's more from the description:

☀️🏝️🏖️ Welcome to the Sol de Janeiro Universe! 🏖️🏝️☀️ 
😎 Explore the land of endless summer 
🔍 Complete scavenger hunts to collect your favorite Body Creams & Perfume Mists 
🥰 Spread good vibes by complementing your fellow players 

FREE LIMITED UGC 
Earn the Can’t Be Mist Backpack by reaching level 8
UPDATE - Earn the Fruit Hat by completing the sustainability scavenger hunt
Collect the Sol De Janeiro tie dye crop top when we reach 20k likes

LIMITED TIME ONLY - Experience is open from Feb 1st to the Feb 29th, 2024. 

👍 Please give us a thumbs-up if you’re enjoying the game. 

Tag and follow us on social @ soldejaneiro. 

Built by Sawhorse. 
This experience may contain advertising.

Brands Ranked 11-20

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


11. Poppy Playtime Forever - 2.5M

12. Sesame Street Mecha Builders - 2M

13. Twice Square - 1.9M

14. Sunsilk Hair Care Lab Tycoon - 1.84M

15. Squishmallows - 1.8M

16. e.l.f UP! - 1.68M

17. HELLO! Tokyo Friends - 1.62M

18. Alo Sanctuary - 1.61M

19. NFL Super Tycoon - 1.5M

20. Cartoon Network Game On - 1.4M




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



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