The iconic line, is from Field of Dreams, the 1989 movie starring Kevin Costner.

I would like to highlight the significant shift in new consumer behaviour towards platforms previously dismissed due to their younger user base. Instead-“kids are inventing the future,” if I may highlight #ROBLOX‘s staggering engagement with over 70 million daily active users, +19.7 M Avg Daily New Friendships and an estimated 200-300 million monthly active users with 2.5 hours average play time and this doubles school holiday making it one of the largest internet platforms for interaction and experiences in a 3D format. 

If you told me five years ago that an luxury brand like GUCCI and Givenchy, automobile brand like Lamborghini and BMW, FMCG brands like Sunsilk, ChupaChups and Nivea, retail brands like H&M, Adidas, Nike, Puma is going to be “in a video game” that is all about the brand, I would tell you, “You’re absolutely insane,” but it’s happening again and again and again. And I think that’s quite a paradigm shift, and it’s happening in front of our eyes.

These metaverse platforms hold a lot of promise for brands aiming to connect with these younger demographics through memorable and engaging cross-IP experiences—if done correctly. This means strategy is Key.

This transformation in human behaviour, accelerated by COVID, has made it “normal and intuitive” for users to express, connect, and play as their avatars, moving beyond traditional core gamers to a broader audience.

These platforms are not just ‘games,’ but rather, vibrant communities where users shop, hang out and engage in various activities for an average of two and a half hours daily. These engagements spell a unique opportunity for brands to create a presence in these spaces where users are eager for new experiences—not just mini-games but immersive experiences that reward participation and align players with the brands they like IRL.

ROBLOX, emphasized that the space is not just about gaming, but to paraphrase, it’s a confluence of social, entertainment—and gaming, too—with deep engagement from Gen Z users. And it’s a place for brands to experiment fearlessly.

According to the numbers, ROBLOX’s daily engagement surpasses even TikTok, with users spending about 156 minutes a day on the platform, showcasing the significant presence and influence of these virtual worlds.

Take a note that there is a shift towards brands wanting to work alongside the content creation process and integrate themselves more seamlessly into the experiences, ensuring the audience feels a true connection to both the content and the brand.This is where The GENX Media co-exist and help brands to become the storyteller to these teens.

Our approach is crucial for creating genuine brand experiences and engagement that resonate with the audience, rather than being perceived as mere advertisements.

I would like to predict “the flat screen is dead”

3D experiences will become the primary mode of internet engagement, facilitated by various form factors like mobile and tablets. This evolution calls for brands to leverage AI tools and reduce the friction of creation on platforms like ROBLOX, enabling anyone to craft compelling virtual experiences.

By Ravi Dutt, Co-Founder at The GenX Media

Creating and sharing brand stories on ROBLOX, Zepeto and Fortnite