Roblox and WPP partner to boost Gen Z brand engagement

The agency will help train marketers how to better use the online gaming platform.

By Jeremy Dickson

Online gaming system Roblox is embarking on a global partnership with WPP to help agency teams and brand partners leverage the immersive gaming platform more effectively and unlock new opportunities for Gen Z consumer engagement.

As part of the collaboration, WPP and its media investment company, GroupM, have joined the official Roblox Partner Program as agency partners.

Working together, they’ll undertake a wide range of initiatives, including the formation of a long-term measurement advisory council to set new standards for 3D environments and immersive media. Key goals will be to develop new ways for WPP’s creative agencies to partner with Roblox creators and apply the Roblox platform as a creative engine.

“Roblox is an amazing platform for brands to engage creatively with a young, expanding and valuable audience. By merging WPP’s creative firepower with Roblox’s innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers,” Rob Reilly, chief creative officer of WPP, said.

According to WPP, Roblox has nearly 80 million daily active users.

“Roblox has redefined the way young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement, and brand engagement in virtual worlds and help our clients navigate this exciting new frontier,” said Andrew Meaden, global head of investment at GroupM.

WPP and Roblox are also planning to pilot a brand-new multi-module Roblox certification program for marketers to expand their expertise in the platform’s ecosystem. Additionally, the companies will host a series of one-day client sprint events, bringing together experienced Roblox community creators, developer studios and agency strategists to brainstorm unique activations.

Roblox has previously leveraged WPP’s advertising and gaming experience in partnerships with clients including Paramount, Nickelodeon, Adidas, Church & Dwight and Danone.

This story was originally published on kidscreen.com