A Brand Manager's Guide to Developing a Successful Roblox Game for Marketing Campaigns
Once you've established the purpose behind creating a Roblox game for your brand, the next query is often centered around the process: how exactly to create a Roblox game for your business or marketing campaign. As a business owner, a marketer, or a brand manager, navigating the steps to initiate such a project can seem daunting. From finding a suitable agency to crafting a comprehensive project brief that encapsulates your marketing and brand objectives, the process might feel overwhelming.
If you find yourself in this position, this article could serve as a valuable resource. It offers guidance on the various stages of developing a Roblox game that aligns with your brand's essence and marketing goals. From initial conceptualisation to finding the right professionals and creating a brief that encapsulates your brand's vision, this resource can assist in navigating the project complexities.
Step 1. Experience Roblox for yourself as a Brand or a Marketing Manager
Firstly, familiarise yourself with Roblox. Even though you won't be creating a game yourself, you will be the one briefing the developer, accepting the final game, and feeling proud when sharing the game with your customers and partners. It's important that you speak from experience!
A good starting point is to explore what other brands have accomplished on the Roblox platform. Here's a selection for you to consider:
Nikeland - Nikeland is a digital world within the Roblox platform that celebrates sports, movement, and self-expression. It's a place where players can come together to play games, compete in challenges, and express their unique style.
Samsung Space Tycoon - Samsung Space Tycoon is an immersive Roblox experience that allows players to venture into an uncharted planet filled with rare resources to mine and craft innovative Samsung products. The game offers a captivating blend of exploration, resource gathering, crafting, and business management, all within the captivating setting of an alien world.
e.l.f. UP! - e.l.f. UP! is a dynamic tycoon adventure game on Roblox where players can unleash their creativity as changemakers and become a force for good in the world. The game centers on building and managing a startup cosmetics business, allowing players to experience the entrepreneurial journey from ideation to success.
Step 2: Establish your brand or marketing goals for the Roblox game.
It's crucial to define the goals of your Roblox game. These objectives can range from enhancing brand awareness by promoting brand values and storytelling overall, to more specific aims such as promoting a new product.
Potential goals which can be achieved in Roblox games for brands:
Increase brand awareness and recognition: Roblox has a large and active user base, with over 50 million daily active users. By creating a Roblox game, brands can reach a new audience and increase brand awareness among younger consumers.
Promote products and services: Roblox games can be used to promote products and services in a fun and engaging way. For example, a clothing brand could create a game where players can try on virtual clothes, or a food brand could create a game where players can cook virtual food.
Generate leads and sales: Roblox games can be used to generate leads and sales. For example, a brand could offer exclusive discounts or products to players who sign up for their email list.
Build brand loyalty: Roblox games can be used to build brand loyalty by creating a positive and engaging experience for players. For example, a brand could create a game with a rewards program or a game that allows players to customize their avatars with branded items.
Reach a younger audience: Roblox is particularly popular among younger consumers, making it an ideal platform for brands that want to reach this demographic.
Create a more immersive brand experience: Roblox games can create a more immersive brand experience than traditional marketing channels. This can help brands to connect with consumers on a deeper level.
Engage with consumers in a more interactive way: Roblox games allow brands to interact with consumers in a more interactive way than traditional marketing channels. This can help brands to build stronger relationships with consumers.
Based on the goals your business is pursuing, the game design document will be created by your selected agency. It's crucial to consider collaborations at this stage, as they could significantly benefit your brand or product launch. Collaborations can also play a vital role in driving traffic to your game.
Some examples of in-game brand collaborations on Roblox are:
Fenty Beauty & Sephora partnered to create an immersive experience on Roblox called the "Fenty Beauty + Fenty Skin Experience". This four-week experience allowed users to create their own virtual Fenty Beauty Gloss Bomb Universal Lip Luminizer, explore the ingredients of Fenty Eau de Parfum, and participate in scavenger hunts and mazes to learn more about Fenty Skin products.
Tommy Hilfiger x The Hundreds partnered to create a virtual skatepark within Roblox. This collaboration featured a co-branded skatepark environment, virtual clothing items, and exclusive events, appealing to the shared interests of both brands' target audiences.
Netflix x Stranger Things - partnered to promote the fourth season of the popular Netflix series "Stranger Things," Netflix collaborated with Roblox to create a virtual Hawkins Lab experience. This immersive experience allowed users to explore iconic locations from the show, participate in quests, and interact with other players, further engaging fans and expanding the show's universe.
Step 3: Locate a digital agency to guide you through the process and develop your game
It is crucial to find an agency that aligns with your needs in terms of their approach and size. Here are some factors to consider:
Agency size: Large versus small agencies.
Your choice depends on your size and budget. Two key considerations are:
Smaller agencies offer a more personalised and agile approach due to their smaller team size, fostering a closer connection with you.
Larger agencies, often handling numerous prominent projects, may provide less personalised service due to their project volume, your project's size relative to others in their pipeline, and the budgets they require for tasks.
Marketing expertise within the team: Ensure the agency you engage with isn’t solely comprised of developers or tech specialists. It's important that they have a marketing team onboard to ensure the advice they provide regarding game flow is relevant and conducive to achieving your brand and marketing goals.
At Lumily Labs, we're delighted to offer our assistance in creating a Roblox game tailored to your marketing needs. Our team comprises marketing experts and developers who are nimble and proficient in project delivery. Contact us today to get started!