Roblox Experiences Gaining Ground
Chobani is not the first brand to have embraced the Roblox community. Companies like Nike and Forever 21, for example, launched respective experiences within the Roblox environment.
Last year, Nike launched Nikeland, modeling it after its real-life headquarters. In this space, Roblox players can play several mini games, such as tag, dodgeball, and the floor is lava. Players are also able to use accelerometers in their mobile devices for access more game interactivity, such as running or jumping, and pick up Nike-branded items for their avatar in the digital showroom.
At the end of 2021, Forever 21 also created a virtual space modeled after an existing environment. Forever 21 Shop City is designed like a store and allows Roblox users, fashion influencers, and creative world builders to own and manage their personal store. Here they can buy and sell Forever 21 merchandise, including accessories and clothing, hire non-player characters (NPCs) as employees, and customize every aspect of their own store as they try to become a “top shop.”
Other companies have launched experiences within the Decentraland metaverse. Heineken opened a virtual brewery with a completely virtual beer, Heineken Silver. PacSun also has a presence in Decentraland, and has jumped into the NFT space as well.