Roblox has officially become the most popular video game in history with 'Grow a Garden' reaching 21.6 million concurrent users. Despite this growth, marketers remain hesitant about the platform's advertising potential. While no ads have been purchased in 'Grow a Garden,' integration of brands like Lego in other Roblox experiences is notable. Altman Solon's recent report underscores a correlation between in-game purchases and real-world spending, indicating a strong market value that advertisers may begin to acknowledge as more data emerges.
These metaverses are all so global; we're looking at major geographic regions, and there's different levels of internet adoption and availability of some of these platforms.
Roblox creators drive real-life purchasing behavior, as 52 percent of users who spend money on in-game purchases also spend on linked real-world products.
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