Why Brands Are Expanding to Roblox and ZEPETO: A Multi-Platform Strategy for Engaging Digital Audiences

Young audiences are increasingly spending their time in immersive digital worlds, reshaping how brands think about engagement. Platforms like Roblox and ZEPETO have become more than just gaming or social hubs—they’re evolving into vibrant ecosystems where brands can connect, create, and build lasting relationships with their future customers. This shift represents a fundamental change in how companies approach marketing, emphasizing community, creativity, and meaningful interactions over traditional advertising tactics.

This isn't about ticking a metaverse box, says Charles Hambro, CEO and co-founder of GEEIQ, a business intelligence firm specializing in virtual worlds. "This is about reaching people in the same way you reach people on traditional social media." Indeed, for brands, Roblox and ZEPETO represent an evolution of social media, offering unique opportunities to foster immersive brand experiences and cultivate thriving communities.

Two Worlds, Two Strategies

While both platforms cater to a digitally native demographic, they differ significantly in their approach, requiring brands to tailor their strategies accordingly. Roblox, with its massive user base and focus on user-generated content (UGC), presents a sprawling ecosystem where brands can create interactive experiences, launch virtual merchandise, and even integrate e-commerce functionalities. ZEPETO, on the other hand, emphasizes avatar customization and social interaction, making it a prime destination for fashion and lifestyle brands looking to tap into highly engaged, predominantly female audiences across Asia and beyond.

“The important point is GEEIQ is not biased towards any platform,” Charles clarifies. “But some platforms are more difficult to kind of get that data up front in order to make decisions.” This data gap is precisely what Geek aims to bridge, providing brands with the insights they need to navigate these complex virtual landscapes. Their partnership with ZEPETO, for instance, offers unprecedented visibility into user behaviour, spending habits, and content engagement, empowering brands to make informed decisions, optimize campaigns, and accurately measure ROI. As Charles notes, “Being able to make data-led decisions is a core reason why brands enter these environments.”

Tom, a Client Services Director at GEEIQ, emphasizes the crucial role of data in shaping brand strategies on ZEPETO: "What we're seeing at Geek is very much a shift… into what we see as more like performance marketing… As soon as that happens, there needs to be real measurement and attribution.” This data-driven approach is exemplified by GEEIQ's work with Walmart, which leveraged ZEPETO to test the introduction of their private label fashion brand, "No Boundaries," capitalizing on the platform's focus on avatar identity and customization.

Roblox: A Hotbed of Innovation and UGC

On Roblox, brands are not simply replicating real-world marketing tactics; they’re actively shaping the platform’s future by driving innovation and embracing the power of UGC. "The fun bit," says Hambro, “is watching it all and monitoring it all… providing insights to… the people building it.” This collaborative approach has led to groundbreaking activations, like the fan-made Ryanair experience that saw a million virtual flights completed, highlighting the immense potential of community-driven engagement.

Tom points to successful brand activations on Roblox, like Essence Cosmetics’ tycoon experience, which garnered impressive engagement metrics: “The key to this success… was showing up in a really native way.” By embracing platform-specific mechanics and offering desirable free UGC, Essence tapped into the core of Roblox’s user experience, demonstrating the power of authenticity and community relevance.

The Future of Virtual Brand Engagement

Looking ahead, both Roblox and ZEPETO are poised for continued growth, evolving to accommodate more brands and increasingly sophisticated marketing strategies. Charles expresses excitement for GEEIQ's product development roadmap in 2025, aiming to address the industry-wide challenge of accurately measuring ROI in virtual worlds. "I'm super excited about product development… in terms of what they've got planned to build," he says.

Tom anticipates the rise of integrations in 2025, with brands leveraging existing game frameworks to reach pre-existing audiences on Roblox. He also highlights the growing potential of Fortnite Creative, particularly its increasing focus on measurement and analytics: “They are certainly looking to brands… specifically around measurement and analytics, so that brands can show up and understand their performance a bit better.” The potential for future item economies and brand-created skins within Fortnite further underscores the evolving landscape of virtual brand engagement.

Implications for Brands

For brands considering entering these virtual worlds, the key takeaway is clear: data-driven strategies, authentic engagement, and a deep understanding of each platform’s unique characteristics are paramount to success. Simply replicating real-world marketing tactics won't suffice. Brands must embrace the unique opportunities these platforms offer, from fostering immersive experiences and building thriving communities to leveraging the creative power of UGC and driving innovation.

As these virtual worlds continue to evolve, the lines between gaming, social media, and commerce will blur even further, presenting brands with both challenges and unprecedented opportunities to connect with the next generation of consumers. The brands that succeed will embrace each platform's unique characteristics, prioritize authentic engagement, and leverage data-driven insights to navigate the metaverse marketplace effectively. Embrace each platform's unique characteristics