Virtual Worlds Marketing: How Brands Leverage Roblox, Fortnite & More
Discover how brands are leveraging virtual worlds like Roblox, Fortnite, and Minecraft to engage younger audiences. Learn about the growth, lower entry costs, and future trends in digital marketing.
From Roblox to Fortnite: Virtual Worlds, the New Digital Marketing Eldorado
Over the past few years, virtual world platforms like Roblox, Fortnite, Minecraft, Spatial, and Zepeto have redefined how brands interact with younger audiences. This phenomenon is no longer a passing trend but a lasting transformation that is reshaping communication and digital marketing strategies.
A New Channel for Immersive and Engaging Interaction
Virtual worlds are no longer just entertainment spaces; they have become experiential social networks. Unlike traditional platforms (Facebook, Instagram, TikTok), these universes offer active and immersive interaction, where players can create content, engage, and interact with brands in a fun and engaging way.
The explosion of brand activations in these worlds confirms this dynamic: 450 new activations were recorded in the first half of 2024, a 72% increase compared to 2023. Roblox and Fortnite alone account for 80% of activations, confirming their status as undisputed leaders.
Where as producing a AAA video game costs tens of millions of euros, integrating into a virtual world is significantly more accessible. Brands have several strategies for entering these platforms:
Creating Tailored Worlds and Experiences
Companies like Hilton Hotels & Resorts or Walmart have launched activations where they can directly engage with consumers, even selling virtual and physical products.
Integrating into Popular Experiences
This approach, which saw a 210% growth in the first half of 2024, involves placing a brand in an already established and popular game. For instance, Lamborghini and McLaren integrated into Driving Empire on Roblox, capturing the attention of millions of players at a lower cost.
Adidas recently sold a virtual necklace on Roblox for $30,000 in under a minute, showcasing the potential of digital items as a marketing tool and revenue generator.
The Growing Influence of Virtual Worlds
Unlike the fading "metaverse hype," brand activations in virtual worlds continue to grow. This massive adoption is driven by several factors:
- Changing behaviors among younger generations: Gen Z and Gen Alpha prefer immersive and community-driven interactions, where brands naturally integrate into their digital lives.
- Diversification of sectors involved: While fashion and entertainment were pioneers, other industries such as automotive (+310% activations), sports organizations (+85%), and food & beverage (+15%) are now investing heavily in these platforms.
- A scalable and measurable economic model: Roblox and Fortnite now allow brands to attach concrete KPIs to each marketing activity, facilitating ROI tracking and campaign optimization.
Monetization Strategies in Virtual Worlds
Brands exploring virtual worlds have discovered new ways to generate revenue beyond traditional advertising. Some of the most effective monetization strategies include:
Sponsored In-Game Events
Brands like Gucci and Nike have hosted virtual fashion shows and sporting events, attracting millions of viewers and reinforcing their presence in digital ecosystems.
Virtual Goods and skins
Brands are embracing digital fashion and in-game skins, blending creativity and exclusivity to drive engagement and monetization.
Subscription Models and Loyalty Programs
Virtual experiences now offer loyalty programs where players earn rewards for consistent engagement, increasing brand affinity and customer retention.
Towards a Hybrid Ecosystem Between Gaming and Social Networks
The concept of "social gaming" is gaining momentum, turning these platforms into new spaces for sociability and self-expression. Roblox boasts over 250 million monthly active users, while Fortnite continues to grow with a 300% increase in brand activations. These figures highlight that these worlds have become digital strongholds where gaming, commerce, and marketing converge.
While some smaller platforms are slowing down (like Zepeto), Roblox and Fortnite have solidified their dominant position. The number of activations on secondary platforms has dropped by 50% in a year, proving that the market is consolidating around the most agile and high-performing players.
The digital marketing landscape is rapidly evolving, and virtual worlds are expected to play an even bigger role in the coming years. Some trends to watch include:
AI-Driven Personalized Experiences
Brands will leverage AI to create dynamic, personalized interactions with users, enhancing engagement and customer satisfaction.
Cross-Platform Virtual Integration
The merging of virtual worlds with social media and e-commerce will create new opportunities for seamless brand interactions across multiple digital spaces.
The Expansion of Mixed Reality (MR)
As MR technology advances, expect to see more immersive campaigns that blend virtual and physical brand experiences.
Virtual worlds like Roblox, Fortnite, Minecraft, Spatial, and Zepeto are not just a passing trend; they represent a new standard for digital marketing and brand engagement. With lower entry costs than traditional gaming, real ROI potential, and a loyal audience, these platforms are establishing themselves as the future of immersive social networks.
In 2025, brands are no longer asking if they should enter these spaces, but how to integrate effectively. Are you ready to explore these new digital territories and create activations that leave a lasting impact?
But it doesn’t stop there—physical spaces are being reinvented through these platforms, blending the virtual and real worlds to create immersive, interactive brand experiences like never before.
With our team, alongside our trusted partners and studios, we are building an ecosystem that seamlessly connects the physical and digital worlds. Together, we orchestrate a unique human adventure, blending immersive experiences, innovation, and engagement to create lasting impact. Join us in shaping the future of connected experiences!
Other Notable Examples of Brand Activations in Virtual Worlds
Coach on ZEPETO and Roblox
Coach launched a multi-platform campaign, "Find Your Courage," spanning ZEPETO, TikTok, and Roblox.
The activation generated 30 million organic content views and 730,000 user-generated posts, showcasing the power of UGC (User-Generated Content) in engaging communities.
Warner Bros and Fandango on Roblox
In August 2024, Warner Bros and Fandango became the first brands to sell real-world movie tickets directly through a virtual box office on Roblox.
This activation demonstrated how virtual worlds can bridge the gap between digital engagement and real-world commerce.
Skechers in Roblox's Livetopia
Skechers integrated into Livetopia, one of Roblox’s most popular user-generated worlds.
The activation contributed to a 93% increase in brand integrations on Roblox in 2024, proving the effectiveness of brand partnerships in existing experiences.
Samsung on Fortnite and Roblox
Samsung launched multiple activations in virtual worlds, including a Samsung Galaxy campaign spanning Fortnite and Roblox.
They also recreated Red Bull’s Soapbox race as a virtual experience on Roblox, expanding their engagement with global audiences.
Superdrug’s In-Game to Real-World Activation on Roblox
Superdrug welcomed 15,000 customers in-store to claim a free shower gel they acquired through a Roblox activation.
This campaign showcased the power of virtual-to-physical commerce, reinforcing how brands can use gaming as a full-funnel marketing strategy.
Nicolas Prévost
