WPP is building its advertising expertise in games media via a partnership with Roblox, a global platform which allows users to program and play games created by themselves.
Immersive platforms such as Roblox are commanding the attention of Gen Z, a generation that spends millions of hours daily in digital worlds.
“Roblox is an amazing platform for brands to engage creatively with a young, expanding and valuable audience,” said Rob Reilly, chief creative officer, WPP.
“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. Buckle up."
The worldwide games industry is reported to be worth $US183.9 billion a year.
The WPP collaboration includes a broad scope of initiatives including Roblox sprint days and a joint advisory council.
WPP and its media investment company GroupM will join the official Roblox Partner Program to establish a long-term measurement advisory relationship.
Roblox will also work with WPP to pilot a first-of-its-kind certification program for marketers to deepen their expertise in the platform’s ecosystem.
Andrew Meaden, global head of investment at GroupM, said 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 Meaden.
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