INTO THE METAVERSE
In a world where audiences are constantly fragmenting, the prospect of getting in front of 48.2 million people on any given day is appealing—to put it mildly. Roblox is a user-generated gaming destination and social platform with its sights set on being the virtual gathering place for all the things we do in the real world. It’s also known as the metaverse, what some say is the future internet where we’ll connect through shared 3D experiences. Many brands are already flocking to Roblox—Gucci, Epic Records, Netflix, Lego, Nike—with a wide range of experiences, from digital gardens to a Lil Nas X concert and selling virtual merchandise, or “verch.” But creating these digital activations is expensive and time-consuming; meanwhile, Roblox is still working on the traditional metrics that interest advertisers like user tracking…