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The metaverse – particularly the gaming metaverse – is skyrocketing and is expected to become a $400 billion-dollar business by 2025. Global brands like Balenciaga, NASCAR, and Nike, have activated on Roblox, an online gaming platform in the metaverse due to the platform’s growing audience and relatively low barrier to entry.

The metaverse is still in its infancy and bringing a brand to a digital platform like Roblox means striking a delicate balance between preserving brand guidelines and adapting to creative parameters. Charles Gabriel, VP and head of advertising at WildBrain Spark helps marketers recreate the marketing playbook for success on Roblox.