It's like clicking a link on a web page, but 3D ads are deeply engaging and can increase time spent on the platform. With immersive ads, a brand can display a virtual billboard in a town that allows players to instantly jump through a portal to another experience. The company's answer is to integrate 3D ads into these virtual worlds. The more this metric grows, the more attractive Roblox is to major brands.īrands have been asking Roblox how they can drive more traffic to their experiences. Players spent 4.7 billion hours on the platform in the month of July, and as the user base continues to increase, this number will only grow larger. Roblox is going after immersive advertisingĪnother opportunity is advertising. Management sees a "huge opportunity" to boost the Roblox economy with item scarcity initiatives. This could lift the average resale value of collectible items on the Roblox marketplace. In the coming months, Roblox will introduce new marketplace mechanics that give creators more control over the quantity of limited-edition items. Earlier this year, the company introduced layered clothing, allowing players more ways to mix and match styles with their avatars. Goldman Sachs estimates that about 25% of total revenue is generated from the Roblox Marketplace, where users buy virtual items, such as digital clothing. That small percentage contributes a lot of revenue for Roblox. One-in-five users updated their avatars in 2021. Identity is a big deal to Roblox players. Having more users gives Roblox a greater opportunity to increase revenue from experiences and content. Roblox now has 59.9 million daily active users, up from 52 million at the end of the second quarter. Roblox is making marketplace improvements Let's look at what the company is up to and whether it will be enough to lift the stock next year.
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