With Latham on board, Roblox continues to ramp up its efforts to be a leading gaming destination for brands. Earlier this month, the platform rolled out new loyalty opportunities, including subscriptions accessible to players within experiences. An expansion of NFT-like assets called Limiteds, which have digital scarcity baked into them, will be aimed at bringing more brands into Roblox’s thriving wearables economy.
The platform has seen over 200 activations from brands since 2021, accounting for a total of roughly 2.3 billion user visits, according to company data. Barbie this week is launching its first Roblox world, joining the ranks of other big names including Walmart, Lowe’s, Nike and Paris Hilton.
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Latham will also be in charge of scaling Roblox’s true advertising product, Immersive Ads, which launched just over one year ago. The offering allows brands to reach consumers inside experiences, without having to create an entire world. Banner ads function like in-game out-of-home placements, appearing on virtual billboards or bus stops. For marketers that have built branded experiences, portal ads promote these worlds and offer a direct link to entering them.