The games studio, Dubit, and the Dubai-based Metaverse adtech agency, The GenX Media, have joined forces to bring immersive Roblox media products and services to the MENA and APAC regions.
Dubit has previously worked with world-renowned brands such as Adidas, Unilever and H&M to build immersive campaigns on Roblox, the online gaming platform. More specifically, some of its work includes creating virtual activations within games and executing awareness-raising projects.
Considering that the platform reportedly has over 300M monthly active users and has also become the platform Gen Z spends the most time on, brands are increasingly looking to Roblox to target younger audiences.
Andrew Douthwaite, Chief Commerical Officer at Dubit, commented on this: ‘There’s a world of opportunity for brands on Roblox — that is still largely untapped. Many see it as a place to build games, which it is, but it’s also so much more: we view it as immersive social media. Brands are beginning to explore what’s possible and find new ways to engage with those traditionally harder-to-reach younger Gen Z audiences; we offer a suite of products and services that helps brands do this, driving real-world business value.’
Ravi Dutt, Co-Founder of The GenX Media, also said: ‘Roblox’s global and regional reach allows for regional customisation, ensuring content resonates with local cultures and preferences, thus solving the challenge of maintaining relevance across diverse markets.’
Featured image: Ravi Dutt and Andrew Douthwaite / GenX Media and Dubit
