Roblox was the emerging destination for “branded virtual experiences” in 2020. Fortnite had a successful year when it came to hosting in-game virtual events, but gaming platform Roblox came out as a surprising space that celebrities and brands partnered this year. Lil Nas X generated 33 million views for his concert last month, while pop star Ava Max hosted an album launch party in October. Over the summer, DC and Warner Bros. teamed up with the platform to create “an entire universe” full of Wonder Woman-inspired virtual gear and clothes to promote Wonder Woman 1984—which brought in more than 18 million visits. According to Roblox, their daily active users grew by 82% to 31 million in September from 17.1 million during the same month last year, indicating that the pandemic played a major part in giving the game a boost. (Ad Age)
