WPP announced a new global partnership with immersive gaming and creation platform Roblox, continuing years of collaboration on interactive branded content and 3D advertising. The agreement aims to expand the use of Roblox as a media channel for brands and agencies, offering new engagement opportunities.
Platforms like Roblox have captured the attention of Generation Z, who spend millions of hours a day in these digital environments. The partnership reinforces WPP’s strategy of exploring immersive media and gaming as one of the fastest growing channels to reach this audience.
With around 80 million daily active users, Roblox and WPP plan to launch initiatives that include customer sprint days, an advisory board to develop 3D measurement standards, and a certification program for marketers. WPP will also be part of the Roblox Official Partner Program, taking on a long-term advisory role on the platform.
The collaboration, which has already benefited global clients such as Adidas, Danone and Nickelodeon, now seeks to deepen the involvement of WPP’s creative agencies in using Roblox as a platform for campaigns and activations, leveraging the creativity of developers and creators in the Roblox community.
Rob Reilly, Creative Director at WPP, said: “Roblox is an incredible platform for brands to creatively engage with a young, growing and high-value audience. By combining the creative power of WPP with the innovative environment of Roblox, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers. Get ready.”
Stephanie Latham, Vice President of Global Brand and Advertising Partnerships at Roblox, said: “We are excited to partner with WPP to push the boundaries of brand creativity on Roblox. This alliance will enable brands to leverage the unique capabilities of our platform and connect with our incredible community, driving new standards in immersive media and delivering exceptional experiences to a diverse and engaged audience.”
Andrew Meaden, Global Head of Investments at GroupM, said: “Roblox has redefined the way young people interact with the world and discover new products and ideas. We look forward to partnering with such an important platform to shape the future of media investment, measurement and engagement for brands in virtual worlds, and help our clients navigate this exciting new frontier.”
