Roblox Corporation has over 2 million active players in Russia, even as it looks to expand its metaverse offerings.
Some new offerings will include metaverse advertisements from high-profile partners like Gucci, Ralph Lauren, and Chipotle. Developers can include advertisements through interactive billboards, the roofs of taxis, posters, or other areas and take a portion of the advertising revenue. There will also be in-game 3-D portals that can take gamers to new branded experiences, such as Gucci Town or one of Chipotle’s virtual restaurants.
Roblox has grown its user base in Russia through the withdrawal of major gaming companies from the region in a bid to punish the Kremlin for invading Ukraine. Heavy hitters like Electronic Arts Inc., Ubisoft Entertainment SA, and Nintendo Co. have either halted or cut back on sales to Russia, paving the way for Roblox to establish its presence. The game boasts about 11 million active users in the U.S.
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