- Agency network Dentsu collaborated with GeekOut and Kodansha Creators’ Lab to recently launch Robmix, a business focused on latest entertainment opportunities related to Roblox and its users, per a press release.
- The trio will work to discover and develop the subsequent generation of Roblox users and create latest IP, content and media opportunities, including off-site merchandise and publications.
- The latest label comes out of Dentsu’s House of Creators initiative, which was launched last yr to support next-generation creators who create and share content on social platforms worldwide.
Dentsu’s move to entrench itself in Roblox culture and creators is a bet on the long run of where entertainment and related marketing are going. The platform has 100 million every day energetic users globally who take part in adventures and games developed by the next-generation creators Dentsu is hoping to discover. U.S. in-game ad revenue is predicted to top $11.5 billion by 2028, according to eMarketer, and Roblox, already one among the highest platforms, is positioned to be an enormous winner.
The Robmix label will mix the capabilities and business assets of Dentsu with GeekOut, which helps brands and creators collaborate on Roblox content, and Kodansha, which publishes manga magazines. Together, they may concentrate on helping creators develop latest IP, deploy existing IP on Roblox, support game creators who use other platforms to port their games to Roblox and create media opportunities outside of the platform.
The move comes not only because the gaming space continues to grow but additionally because the marketing industry increasingly turns its focus to standardizing media opportunities within the fragmented ecosystem. Last month, the Interactive Advertising Bureau unveiled a set of standards for the gaming space, providing advertisers with a framework upon which they might evaluate their campaigns across platforms. The framework includes baseline metrics like impression count, click-through rate, average variety of interactions per user and redemption rates that advertisers should expect for his or her gaming campaigns, in addition to nice-to-have metrics reminiscent of brand recall, visual tracking, neurological evaluations and footfall.
Roblox continues to attract the eye of digital marketers, including via partnerships with agency holding group WPP and e-commerce platform Shopify. Another popular gaming platform, Fortnite, also stays popular with marketers.
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