![]() ![]() Roblox’s competitive advantage in comparison to these smaller platforms is aggregated demand – they own a platform as compared to a single integration. The news comes fresh off the heels of Xbox / Sony’s announcements about their own ad ecosystems, as well as the growing number of companies involved in immersive in-game advertising: Admix ($25M Series B), Bloxbiz (acquired by Super League Gaming), Anzu ($20M raised in March 2022), PlayerWON, URU (acquired by Adobe), and 4D Sight. ![]() Immersive ads provide just that opportunity for brands to build stronger affinity among the game’s users. It’s no secret that Roblox has been angling toward an older age demographic in order to drive new business to an audience with entirely different interests. Of the three areas, immersive advertising particularly caught my attention. Identity: Including dynamic/animated avatar heads and UGC Marketplace featuresĪging Up: Including more support for cross-platform experiences via a universal app and a focus on new immersive advertisements Safety: Including features like chat filtering, parental controls, age ratings, and a new anti-cheat system The biggest headlines were split into three key areas: The most interesting takeaway from the event came from the company’s line-up of product previews and how closely they line-up with Roblox’s strategic priorities. Companies often use these events to evangelize products, make connections, and highlight community members - RDC was no exception. ![]() The Roblox Developer Conference (RDC), which took place last week, is a rare occasion to peek into a games company outside of its quarterly financial reporting. ![]()
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