Lionsgate is bringing Twilight to Roblox with a “play, wear, watch” approach. 

Lionsgate is bringing Twilight to Roblox with a “play, wear, watch” approach. Gen Z’s media consumption blends all mediums—and now, their movie watching can be part of their gaming. The brand’s “Movie Store” is shoppable through both popular existing games or the Roblox marketplace and is kicking off with a Twilight bundle. Users 13-years-and-older can buy playable powers inspired by movie props, wear digital merch on their avatar (aptly, a “Loca” t-shirt for Gen Z’s favorite Twilight meme), and download the first movie with an in-game code from purchasing the other digital goods. It all integrates the pop culture of Twilight and more blockbusters to come into the existing Roblox world—which new YPulse data shows is the way to go for video game marketing. (License Global)

📊 YPulse data: 56% of 13-39-year-olds want brands to add an experience or product to an existing game, rather than create their own game / virtual world