Rainbocorns from Zuru Toys entered our monthly top Roblox brand games rankings.
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.
-28% Monthly Decrease Across Top 20 Roblox Games by Brands
When looking at the top 20 Roblox branded games combined, overall visits decreased -28% month-over-month. In April, the top 20 games collectively had 119.5 million visits, versus having 167 million visits in March.
Rainbocorns from Zuru Toys Enters Top 10 Roblox Brand Games List
The only new branded experience to debut in our monthly rankings was Raise a Rainbocorn, which amassed 2.7 million visits in April, is based on a toy line from Zuru Toys, and was developed by Novaly. In the experience, players can hatch eggs and take care of Rainbocorn pets.
Here's what the game's description says...
🎩 Collect 3 UGC items (free hairs + backpack). Glowy tiara coming soon! - 🦄 Hatch, collect and dress up 50+ Rainbocorn pets! - 🌎 Play minigames to get cute accessories for your pet! - 🍓 Grow your Rainbocorns by feeding them, playing with them, and bathing them!
Rainbocorns - How to Market a Roblox Game
Those who are new to Roblox might be surprised to learn that most branded Roblox games launched today have their own marketing plans (and associated budgets). That's because simply creating a Roblox game does not ensure that people will play it.
Let's take a look at what the team behind Rainbocorns' Roblox game did in order to market their experience and attract millions of visits.
Offering free UGC items was a key pillar of their marketing strategy. Brands that launch on Roblox today typically offer free UGC items in their experiences in order to drive player acquisition.
Lots of players enjoy earning free UGC items, so this tactic can be highly effective. But there are costs associated with minting free UGC items. After a recent price increase, the current price to mint a free UGC item is 100 Robux, which is the equivalent of $1.25. So if a brand wanted to give away 1,000 items, that would cost $1,250 in minting fees along (not counting the cost to design that item).
One big benefit of creating free UGC items is that doing so often leads to organic social content. In this case, several YouTubers made videos about the free UGC items available within Raise a Rainbocorn. These videos help spread the word about the experience and the free UGC and actually lead to game visits.
In addition to this organic promotion about the game's free UGC, prominent Roblox influencer MeganPlays was hired to create a promotional video about the game. At this point, the video only has about 3K views, which is not super high.
That doesn't mean Roblox influencer videos can't generate high views. MeganPlays made a video for Sol De Janiero, which has over 200K views on YouTube shorts and 2.8m views on TikTok.
But the promotion of this branded Roblox game did not stop there with influencer videos. There was also a Twitter account created to promote the branded Roblox game.
There was also a dedicated TikTok account posting videos about the game.
And there was also a Discord server stood up to build a community of Rainbocorns fans on Roblox.
Last, but not least, the developers also created a Roblox event in order to promote an upcoming UGC drop.
While this team did not employ every single marketing tactic available to ensure the game's success, they certainly used quite a number of them: trailer, free UGC, influencer, organic social, Roblox events.
One major marketing tactic that Rainbocorns may or may not have employed (I'm not sure) is on-platform Roblox ads such as portals. Spending on Roblox ads can drive traffic directly to an experience, and lots of brands are using these ad products to get guaranteed reach. Pricing on portal traffic depends on whether you're targeting core markets such as the US, UK, and Canada or non-core markets such as the Middle East and Africa.
Overall, these steps taken by Rainbocorns can serve as a solid template that other brands should keep in mind when they're planning to launch their own experience on Roblox.
Brands Ranked 11-20
Here are the remaining top-performing brands from this past month:
11. TMNT Battle Tycoon – 2.13M
12. Aimblox – 2.11M
13. Twice Square – 1.93M
14. Sunsilk Hair Care Lab Tycoon – 1.93M
15. Hot Wheels Open World – 1.65M
16. Cartoon Network Game On – 1.53M
17. Sesame Street Mecha Builders – 1.49M
18. E.L.F. – 1.43M
19. Squishmallows – 1.39M
20. Alo Sanctuary – 1.33M
Stephen Dypiangco is the CEO of Metaverse Marcom, a strategy and consulting firm helping entertainment and sports brands enter Roblox.