Glenn Waller, digital manager at Generation Media, looks at how online spaces such as Roblox and Fortnight are commercially available to advertisers.

Glenn examined how brands looking to reach kids in the ever growing gaming space can take advantage of opportunities while maintaining brand safety and compliance.

It’s no secret that the popularity of gaming has skyrocketed amongst kids in recent years, and 2023 was no exception to this trend.

Despite the popularity in gaming amongst kids, the question for brands has always been, how do we most effectively reach this audience? When looking at the most popular games in 2023, there are definite opportunities in this space. Unlike previous generations, Gen Alpha’s play time is not dominated by traditional console titles. In fact, of the top 10 games of 2023, five are commercially available to advertisers, including the top 2: Roblox and Minecraft.

Roblox, in particular, has emerged as an attractive proposition for brands looking to get into the kids gaming space, offering a platform for creativity and social interaction. One notable aspect of Roblox’s appeal lies in its vast array of branded experiences, which bring beloved characters and worlds to life in immersive gaming environments. These branded experiences not only offer children the opportunity to explore familiar settings, but also encourage creativity and collaboration within the Roblox community. With the platform’s ever-expanding roster of partnerships, Roblox continues to set the standard for innovative and inclusive gaming experiences for kids.

Glenn goes on to look at specific areas where brands are connecting with Roblox players including Avatar and Disney.

To read the full article, which appeared in the May edition of Toy World, click here.