Presence of brands in the metaverse impacts sales in the real world

While, generally speaking, activations are not yet generating significant revenue through the sale of digital merchandise – with a few notable exceptions – these activations are proving invaluable as marketing tools. Early data indicates a real-world sales impact.

An interesting aspect is the physical intersection, where ¾ of those interviewed consider it important to use digital clothing from recognized brands for their avatars. Surpreendentemente, 84% afirmaram que provavelmente usariam essas marcas no mundo físico, sendo que 50% consideram altamente provável fazê-lo.

Com 70,2 milhões de usuários ativos diariamente no Roblox, fica evidente a enorme oportunidade de receita no futuro. Embora a Geração Z possua atualmente um poder de compra inferior à geração Y, sua lealdade inicial às marcas pode resultar em um impacto econômico significativo nos próximos anos, à medida que seu poder de compra aumenta.

Brands like Gucci have been successful in gaining a Gen Z following. According to a December 2022 Business of Fashion survey, Gucci ranks second among Gen Z's favorite fashion brands, second only to Nike. Gucci's participation in The Sandbox, with a digital recreation of its physical Gucci Cosmos exhibition, exemplifies this connection.

The Roblox experience surrounding the Ancora show at Milan Fashion Week demonstrated the effectiveness of the activations, distributing 10 free digital items that were purchased in less than an hour.

No campo da beleza, mais de um terço dos entrevistados destacou a importância de personalizar a maquiagem do avatar diariamente ou semanalmente. O relatório também revelou um aumento de 20% na compra de penteados digitais, com mais de 139 milhões adquiridos no último ano, e mais de 7,3 milhões de usuários investindo em cinco ou mais penteados.

Exclusivity is a crucial aspect of the metaverse, reflecting the desire for rare or exclusive items also present in the physical world. Brands like Monstercat, in collaboration with Whose Trade, launched six unique edition necklaces on the Roblox platform, highlighted by the Ruby Pendant, selling for the equivalent of US$10.000, marking the biggest initial sale for one of Roblox's “Limiteds” – a category for digital items available only in limited runs.

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Roblox wants users to feel like they're together, even if they're apart

Roblox shared on Friday (20) its vision of how it interprets the social interaction platform and its vision for the future. The company, which operates as an online gaming platform that allows users to create and share their own experiences, believes that technology can be used to create more immersive and engaging experiences that allow people to connect in new ways.

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