WPP has partnered with Roblox to leverage immersive media and gaming for global brands, focusing on engaging the Gen Z audience. Building on years of collaboration, the alliance positions Roblox, with its 80 million daily users, as a key media channel for creating impactful 3D brand content and advertising.
The partnership has outlined several initiatives to drive creativity and consumer engagement. These include forming a joint advisory council to develop 3D measurement standards, creating long-term strategies for optimizing brand performance in Roblox’s virtual world. Additionally, they will introduce “sprint days,” where Roblox creators and WPP teams collaborate to deliver one-day activations for clients. To further enhance platform expertise, they are launching a certification program for marketers, with WPP members being the first to get certified in Roblox’s ecosystem.
A strategic investment in Gen Z engagement
With Gen Z spending millions of hours daily on platforms like Roblox, the gaming and immersive media sector has become an essential channel for brand outreach. WPP’s media investment company, GroupM, will join Roblox’s official Partner Program, working closely with the platform to establish best practices in brand measurement and engagement within virtual worlds.
Rob Reilly, Chief Creative Officer at WPP, expressed excitement about the partnership, stating, “Roblox is an amazing platform for brands to engage creatively with a young, expanding, and valuable audience. By merging WPP’s creative firepower with Roblox’s innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers.”
Immersive media for brand engagement
Both WPP and Roblox are committed to shaping the future of brand engagement by leveraging the full potential of immersive media. The collaboration draws on their previous successes with global clients such as adidas, Nickelodeon, and Paramount, and looks to create more dynamic and interactive content for consumers. This partnership not only represents a strategic investment in the growing gaming sector but also signals a shift towards more personalized and immersive brand experiences.
Andrew Meaden, Global Head of Investment at GroupM, highlighted the significance of the partnership: “Roblox has redefined the way young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement, and brand engagement in virtual worlds.
