Roblox, a leading digital game platform and game creation company, has launched its groundbreaking Roblox Partner Programme. This new initiative was announced on 21 June at the renowned Cannes Lions advertising festival. The program is designed to revolutionize brand innovation and construct a self-sustaining, global advertising ecosystem on the Roblox platform.
The Roblox Partner Programme showcases a community-oriented approach, designed to engage a broad network of platform advocates in disseminating global education and best practice sharing for brands. The participants will encompass Roblox developer studios, early adopter brands, agencies, and third-party sellers.
Those partners who participate in the program will gain exclusive benefits, including access to advanced education, resources, and insightful data from Roblox. They will also enjoy the same pricing and financial benefits when deploying Roblox Immersive Ads for their clients.
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The program will focus on four key areas: platform education, research and measurement, product or content innovation, and immersive ads. These sectors are strategically chosen to assist brands in reaching their business goals by facilitating a more rapid on-platform content discovery.
The inaugural group of partners comprises Century Games, Dentsu, Dubit, Playwire, Sawhorse, The Gang Group, and Vayner3. These brands have demonstrated expertise in curating 3D immersive content and creative advertising solutions, making them valuable allies for other marketers who are less familiar with the platform.
Ashley McCollum, the Head of Immersive Media Solutions at Roblox, emphasized the critical role the inaugural partners play in facilitating the programme. She said, “They will be crucial to driving brand innovation forward on the platform, ultimately enabling any and all brands to have a presence on Roblox.”
Manuel Bronstein, the Chief Product Officer at Roblox, said that the programme represents another stride towards Roblox’s long-term vision of creating an economy where anyone can create, sell, and earn on its platform. He mentioned, “Our new Partner Programme will support the development of new ecosystems and help us further scale brand innovation and self-serve advertising on the platform.”
The news follows closely on the heels of the announcement that the Singapore Tourism Board has partnered with Roblox to present an immersive experience titled “Singapore Wanderland” on the online gaming platform. This partnership aims to reach new audiences and drive affinity for Singapore by inviting users to explore Singapore’s iconic attractions through whimsical, game-based interpretations. This exciting virtual journey has already drawn over two million visits since its beta version launch on 11 May 2023.
This news is based on information from Marketing Interactive.
