Roblox offers brands unique way to engage Gen Z, Gen Alpha audiences

Immersive gaming platforms like Roblox may very well represent a potentially unexpected opportunity for brands to authentically engage with the sometimes-elusive Gen Z and Gen Alpha populations.

During Ragan’s 2024 Future of Communications Conference, Kenny Mintz – communication lead for video game company Gamefam – described Roblox and the video game Fortnite as being the new wave of social tools for communicators. While still developing as a comms resource, Roblox is attracting millions of young eyeballs every day.

Since Roblox launched in 2006 as a platform for user-created games, it has grown into an everyday destination for Gen Z and Gen Alpha users. In 2024, Roblox hit a milestone of 380 million monthly active users, an increase from 300 million in May 2023.

Mintz, whose company specializes in branded experiences in Roblox, Fortnite and other areas of the Metaverse, referred to these online gaming networks as the “next form of YouTube.” He shared data showing that Gen Z and Alpha users are spending two-plus hours a day on Roblox.

“If you have a presence on YouTube, TikTok and Instagram, it’s a no-brainer that you should think about how to be active on Roblox and Fortnite,” said Mintz. He made his comments during a panel discussion on how brands can better engage members of Gen Z.

Mintz noted that a misconception is that because these are video games, they’re only going to find partners that appeal to young children. While they do work with brands like Sonic the Hedgehog and Barbie, they’ve also worked with Samsung and a recent collaboration between Intuit and the NFL on Roblox.

In the Intuit-NFL example, gameplayers simulate owning a football franchise. The user hires players, negotiates with season-ticket holders and interacts with fans. For each one of those actions, the user taps into branded Intuit tools, such as QuickBooks.

“Think about that versus Sunday morning cartoons, where your kid is half asleep on the couch versus on Roblox,” said Mintz. “They’re playing with friends for 10 or 15 minutes, having a good time and interacting with your brand.”

Mintz said Gamefam has found the most success when they lean into the gameplay relevant to Roblox users, rather than simply creating something to hype a particular brand.

For the NFL example, Gamefam knew it couldn’t take the repackage the Madden football game with Intuit branding for a Roblox audience. The Gen Z and Gen Alpha audience would “sniff out” that type of overt marketing “within seconds” and leave for good.

“They don’t want to be marketed to,” Mintz said of Gen Z and Gen Alpha. “They want (honest) experiences.”

Customers want authentic experiences, according to Celine Chai, co-founder of NinetyEight, who was on the same Ragan panel.

Chai, whose marketing agency focuses on Gen Z, noted that it’s important for brands to “chase relevance,” rather than simply trying to go viral.

“If your brand is just following every trend and only just following trends, you’re just going to be a chameleon… and lack brand personality, brand voice and Gen Zers are very, very hyper aware of that,” Chai said.

“Understand who you are as a brand and what you want to be on each platform,” she added. “Incorporate trends into that content mix but know what your identity is first and foremost.”

Watch the video below.