WPP has announced a groundbreaking global partnership with Roblox, the leading immersive gaming and creation platform, enhancing their collaborative efforts in interactive 3D brand content and advertising. This strategic alliance aims to deepen expertise among agency teams and brands, utilizing Roblox as a cutting-edge media channel.
As immersive platforms like Roblox capture the attention of Gen Z—who spend millions of hours daily in digital worlds—this partnership positions WPP at the forefront of the rapidly evolving media landscape. By leveraging the power of gaming, the fastest-growing channel for reaching this demographic, WPP seeks to unlock new avenues for consumer engagement.
With nearly 80 million daily active users on Roblox, the partnership promises a wide array of initiatives. Key elements include “Roblox sprint days,” where agency teams collaborate with Roblox creators to develop unique activations in just one business day. Additionally, WPP will join the official Roblox Partner Program, facilitating a long-term measurement advisory relationship to set new standards for immersive media and 3D environments.
Rob Reilly, Chief Creative Officer of WPP, stated, “Roblox is an amazing platform for brands to engage creatively with a young, expanding audience. By merging WPP’s creative firepower with Roblox’s innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers. Buckle up.”
The partnership will also introduce a pioneering Roblox certification program for marketers, designed to enhance expertise in the platform’s ecosystem. This multi-module training course will be available to both creative and media agencies, with WPP team members as the first to get certified.
Stephanie Latham, VP of Global Brand Partnerships and Advertising at Roblox, expressed enthusiasm for the collaboration, stating, “We’re excited to partner with WPP to push the boundaries of brand creativity on Roblox. This alliance will enable brands to harness our platform’s unique capabilities and connect with our incredible community, driving forward new standards in immersive media.”
Andrew Meaden, Global Head of Investment at GroupM, added, “Roblox has redefined the way young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement, and brand engagement in virtual worlds.”
This partnership builds on a strong foundation of work that WPP and Roblox have accomplished together for global clients, including adidas, Church & Dwight, Danone, Nickelodeon, and Paramount. With innovative initiatives on the horizon, WPP and Roblox are set to redefine brand engagement in immersive environments.
