And recently the luxury brand built its first persistent world in Roblox, one without a defined closing date, called Gucci Town. A couple of months later the Gucci Garden opened, a virtual counterpart to a real-life show that was only open for a couple of months. In March 2021, the luxury brand designed virtual sneakers that could be worn by avatars inside the app. Gucci is an example of how the three different activations work, and how brands can deepen their engagement with the platform over time. And then there are persistent experiences, which live on the platform long-term and receive consistent support from developers and designers.Then there are pop-up events, games, scavenger hunts, or concerts that only last a limited time.The simplest is creating virtual items, which can integrate with pre-existing experiences.There are a few ways brands can get involved. Since Roblox first went live in 2006 (before the iPhone or the Nintendo Wii) millions have been created for users to enjoy. Through Roblox Studio, developers can build and share their own games, some of which can be very lucrative. It’s software that you can load up on PC, a phone, or an Xbox One.īut it’s best to think of it as a game-making platform.

Technically speaking, Roblox is a free-to-play video game published by the Roblox Corporation. So here’s our most important things to know about Roblox and its users. And even if you’ve seen it in action, you still need to know how to connect with its players. But unless you have young children or relatives, you might be wondering what it is. Sometimes described as a “proto-metaverse”, Roblox is being turned to by brands like Gucci, Spotify, and McLaren to burnish their web3 credentials. Whether it was through virtual Zoom quizzes, messages in a group chat, or impromptu TikToks, digital platforms kept people connected throughout Covid lockdowns.īut kids had other places to hang out online.

Roblox live corporation