"Virtual spaces fall flat when brands treat them like media buys - dropping in 3D billboards or TVCs. These tactics don't resonate with audiences raised in gaming environments. If the experience feels like an ad, users log off. But when we build with community at the core - designing for participation and cultural relevance, not just reach - immersive spaces still deliver something traditional channels rarely do: quality engagement."
"For example, that's the philosophy behind Virtual Vibes 2025, a Roblox-based music festival in Poland developed by Game Changer in partnership with Bank Millennium, Pepsi, and Doritos. The event didn't set out to promote financial products. Its aim was to create a space that felt native to culture - one where young people could come together, play, explore, and experience live music."
The metaverse is not dead; usage among Gen Z and Alpha remains strong, notably on Roblox where average daily time reaches 156 minutes. Failures stem from treating virtual spaces as traditional media buys, which alienates users raised in gaming environments. Community-first design that emphasizes participation, cultural relevance and accessibility drives deeper engagement. Virtual Vibes 2025 on Roblox exemplified this approach: partnerships with Bank Millennium, Pepsi and Doritos produced 400,000 participants (a 33% increase), 25.5-minute average sessions, and nearly 25 million views. KPIs shifted from clickthroughs to session time and participation, measuring immersion rather than impressions.
Read at The Drum
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