RDC 2024: KEY TAKEAWAYS FOR BRANDS
This year’s Roblox Developer Conference (RDC24) was an experience, especially for first-timers. The event kicked off with a 90-minute keynote that rivals “traditional” Silicon Valley developer events.
To nobody’s surprise, Roblox has ambitious goals; they envision Roblox as an everyday utility where you connect, shop, and play—an everything app. They are laser-focused on reaching 1 billion daily active users and claiming 10% of the global gaming industry. The platform is continuing its rapid transformation into a powerhouse for—well, everything.
Here’s a breakdown of the key insights from RDC24 that are particularly relevant for brands looking to make their mark in the Roblox ecosystem.
Explosive Growth in Brand Activations
Roblox’s brand activations have doubled over the past year, with more than 400 brands activating on the platform. This growth is not just in numbers but in the impact these activations are having on user engagement. For example, Adidas collaborated with seven Roblox experiences to bring officially licensed digital clothing and bespoke outfits to the platform, resulting in over 2 million Roblox.
The experience “Dress to Impress” (DTI) collaborated with Charli XCX’s “Brat” summer song; it not only resonated with the existing DTI community but also brought in 2.4 million new players to DTI. These kinds of integrations show how brands and even musicians can effectively leverage Roblox’s immersive environment to engage users in a meaningful way.
Expanded Video Ads
Roblox is expanding its video ad capabilities, providing developers with more flexibility in how and where they display ads. Currently, video ads can appear on in-game screens and billboards. Soon, developers will be able to implement video ad overlays that can pop up anywhere within their experiences, including menus and in-game stores.
This enhancement allows for more strategic ad placements and greater experimentation with video content in various contexts.
Expanding Music and Entertainment
With the integration of DistroKid, Roblox is positioning itself as a major hub for music and entertainment. This presents a unique opportunity for brands in the music industry to engage audiences in innovative ways. Virtual concerts, music discovery, and interactive events are just the beginning. Brands can now blend digital entertainment with real-world engagement, reaching millions of users in an immersive, interactive environment.
In-Experience E-Commerce
One of the most exciting announcements at RDC24 was the integration of in-experience commerce through a partnership with Shopify. Developers can now sell physical products directly from their Roblox experiences. This opens up a whole new revenue stream, allowing brands to seamlessly connect digital engagement with physical retail.
Walmart and Fandango have already successfully launched experiences where players purchase a virtual item and then buy the real-world counterpart within the same experience.
New User Acquisition Formats (for Both Roblox & Developers)
Roblox is introducing new user acquisition formats for developers, such as full-width banners on the Home page and search ads. These tools are designed to give developers (and by extension brands) more visibility and attract new players. For brands, this means additional opportunities to capture attention and drive engagement right from the moment users log in.
In addition to providing developers with new and improved ways to attract existing Roblox users, Roblox is now encouraging developers to bring new users to the platform through their experiences. Soon, Roblox developers will have an exciting new way to earn with the Creator Affiliate Program. When an experience generates an affiliate link that leads to a new user signing up on Roblox, the developer will earn a percentage of the money that user spends on the platform during their first six months. This innovative program offers a rewarding opportunity for creators to boost their income while growing the Roblox community. It’s a good time to start deeply thinking about how influencer marketing and digital advertising can be leveraged to take advantage of this program.
Roblox Groups Get an Upgrade
Roblox is rebranding “Groups” to “Communities,” and this change is packed with potential for brands. Communities will offer new tools, including forums and emoji reactions, that will allow brands to engage with their audience more effectively. Brands can use these spaces to foster ongoing conversations, gather feedback, and build loyal communities around their experiences. This rebranding is a clear signal that Roblox is doubling down on its commitment to creating a more interactive and engaging platform for both developers and brands (move over Discord).
New Revenue Models with Paid Access Games
Roblox is rolling out a change to the paid access games model with real-world pricing and better revenue shares for developers. This move is particularly significant for brands as it introduces new ways to monetize branded experiences. Brands can now better implement premium content and understand their ROI, which not only enhances user engagement but also generates revenue, creating a more sustainable and profitable presence on the platform.
Roblox Party
The introduction of Roblox Party (similar to Xbox Party) is an in-platform solution for social gaming. Players can now voice chat directly within Roblox and easily join or leave experiences as a group. This feature is particularly relevant for brands, as it encourages the creation of experiences that are optimized for group play. Whether it’s a co-op game or a branded event, understanding how players interact in these social settings will be crucial for brands looking to maximize their impact.
Focus on Safety and Performance
Roblox’s commitment to safety and performance is not just good news for players—it’s essential for brands too. As the platform scales, maintaining high levels of trust and safety is crucial for brands engaging with younger audiences. Roblox's introduction of real-time voice moderation tools reinforces its dedication to a secure environment. Coupled with ongoing performance improvements, like reduced crashes and better frame rates, these enhancements ensure that branded experiences run smoothly and reliably, offering users the best possible experience.
What This Means for Brands
RDC24 made it clear that Roblox is becoming more than just a platform for gaming—it’s an expansive ecosystem where brands can engage with diverse, global audiences in meaningful ways.
As we chatted with developers from some of the most popular Roblox experiences, one thing became clear: they are looking to partner with brands that are serious about the platform. These developers want to create activations that not only resonate with their communities but also have high alignment between the brand and the experience. This is where we excel—we understand both the expansive gaming world and the needs of brands, and we’re here to bridge the gap between the two.
With the tools and features announced at RDC24, there’s never been a better time for brands to dive into the Roblox ecosystem. The future of brand engagement is here, and it’s happening on Roblox.
