![]() ![]() Nike currently offers more than 50 digital items, including apparel and headwear, priced between 100-200 Robux each. Nikeland and Vans World also allow users to purchase digital apparel from their in-game stores using Robux. Similarly, in KraftHeinz’s Lunchables Racing on Roblox players use cash earned within the game to purchase special items for their karts.īy contrast, Nike and Vans have not made ad disclosures regarding their Roblox games. Kellogg’s plans to add new content in the future through iterative updates. The CPG company created the Froot Loops World game with the help of Publicis Groupe agencies Starcom and Leo Burnett, children’s technology agency SuperAwesome and games developer Wonder Works Studios. In Froot Loops World, players collect missing Froot Loops colors that can be redeemed for in-game items, including apparel and power-ups, at the “Colors & Curiosities” virtual shop. Kellogg’s took it upon itself to classify its Froot Loops World game as an advertisement to “abide by its marketing to kids best practices and self-regulatory guidelines,” Lauren Imola, Froot Loops brand Manager, said.īoth companies also chose to skip the game’s in-game currency in favor of features that aren’t tied to real-world money. Indeed, two distinct camps are beginning to form among brands: one that treats the platform judiciously and with kid gloves another that sees it as a free-for-all that both sells to kids and doesn’t provide branded disclosures.įor instance, CPG companies Kellogg’s and KraftHeinz both launched games on Roblox last year that were clearly labeled as adverts in their descriptions. In the absence of any real support from Roblox, businesses are being forced to self-regulate their games to avoid any pitfalls around marketing to children - who may find it difficult to distinguish between advertising and non-advertising content. The only approval that is required is for marketing assets, like images on an app page and video, but that is quick and mainly automated.” “Roblox is a very open platform,” said Neha Singh, founder and CEO of Obsess, a company that creates virtual storefronts for brands on the web, virtual reality and on games like Roblox. ![]() The company has largely taken a hands-off approach with brands, offering little in the way of guidance or policy around ad disclosures. That poses a dilemma for brands: How do they market themselves to children who may find it harder to discern between an ad and a regular game? Is a branded game on Roblox an ad by its very nature? Other games that appeal to similar demographics include Microsoft’s Minecraft and Epic Games’ Fortnite, with the latter also increasingly opening itself up to retailers. While the majority of its users are teens, Roblox claims that a “huge” portion of players are as young as nine years old and under. ![]()
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