Today’s episode dives into consumer brands’ next frontier: Gaming. Marc sits down with Olivier Moingeon, the luxury exec turned digital innovator behind Exclusible.
He gives us a front-row view of what’s working as brands deepen their engagement in virtual spaces.
Why This Matters Right Now
Gaming’s exploding as the next major frontier for brand engagement, and Roblox is at the center for Gen Alpha and Gen Z. Here’s how brands can make the leap and actually drive revenue in this space:
Market Pulse: 80M users logging in daily, 60% over age 13, and aiming to hit 300M users by 2025.
Prime Timing: Roblox will be rolling out e-commerce integration by 2025, and early adopters are already cashing in.
Key Takeaways & Insights
Audience & Engagement Metrics
Roblox boasts 80M daily active users, with 60% over age 13
Users spend more time on Roblox than any other social media
Example: The Care Bears game hit 3.6M visits in 6 weeks, with play sessions averaging 12-30 minutes (well above Roblox’s 5-minute engagement minimum)
Entry Strategy Options & Costs
Three levels of entry:
a) UGC items - quick, low cost
b) Game integrations/pop-ups - mid-tier, 2-4 week setup
c) Full game builds - low six figures, 3-4 months with ~8-person teamPro tip: Budget for 12-24 months of live operations to sustain engagement
ROI & Conversion Metrics
Revenue paths include:
Direct in-game purchases (30% Roblox commission)
Marketplace sales (70% Roblox commission)
Shopify integration planned for 2025
Case studies: Chipotle drove 30K store visits via in-game coupons; Beetlejuice boosted movie ticket sales with in-platform purchasing.
Content Strategy Requirements
Games must launch complete—unfinished releases tank algorithmic reach
Update cadence: weekly tweaks + big updates every 6 weeks
Algorithm watches three metrics:
Engagement (visits)
Time spent (min. 5 mins)
Monetization (transactions)
🎯 Actionable Guide for Execs
Based on Olivier’s Growth Playbook
"Success won’t go to the biggest spenders, but to those who genuinely understand and serve the platform’s community." - Olivier Moingeon
🎯 Immediate Steps:
Define clear goals (brand awareness vs. monetization)
Pick the right entry point for your brand
Set a long-term budget
Craft a strategy that’s native to the Roblox platform
Long-Term Strategy:
Establish a content calendar with regular updates
Build community engagement from day one
Track cross-platform impact and refine as needed
Ensure a solid content moderation plan
Curated Timestamps
💡 [2:30-6:00] Evolution from NFTs to Gaming
Discussion of NFT market changes
Why brands are moving to gaming platforms
Value proposition for CMOs
🎮 [6:00-11:00] Roblox Platform Specifics
Platform features: UGCs, advertising, e-commerce integration
Comparison with other platforms like Fortnite
Different entry options for brands
[11:00-15:00] Game Development & Success Metrics
Discussion of game development challenges
Platform algorithm explanation
Engagement metrics and success factors
🔮 [32:00-36:00] Future Outlook & Brand Strategy
5-year outlook for brand engagement
Integration of physical and digital products
Cross-platform opportunities
Real-world conversion examples
The Takeaway
Roblox offers a unique chance for brands to build strong, gaming-native positions. Winning requires patience, resources, and a strategy that fits the platform.
That's it for now.
Talk soon,
– Marc
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