Paris Saint Germain debuts on the platform with a limited-time obby.
Every week we publish exclusive research about how brands are activating on the Roblox platform.
PSG Obby Has Strong Roblox Debut
Monthly Visits: 2.6M
Top French soccer club Paris Saint-Germain entered Roblox this year, and within the month of January, they accumulated 2.6M visits to their obby experience. Club Brugge from the Belgian Pro League and Manchester City from the English Premiere League are other soccer clubs who have created stand alone experiences within Roblox.
Within PSG Obby, players spawn into a lobby area, where they can see and vote on free UGC items, interact with an NPC to answer survey questions, and begin an obstacle course. The obstacle course begins in the Parisian catacombs. I'm not sure what happens after the catacombs because I am terrible at obby's, and I couldn't make it very far when I played.
In order to attract players into the experience, PSG Obby, which was made by The Gang, is offering a variety of free UGC items. There are lots of Roblox players who collect free UGC items, so offering free UGC is a powerful tactic to attract players to an experience. The main downsides of this approach are that created UGC items cost $1.25 per item to give away, and the players who come to collect aren't always very sticky. The often come for the UGC and then leave.
Monthly Visits: 42M
Since Voldex and the NFL partnered on this game, it has been on an absolute tear. At Roblox's recent Q4 earnings call, Roblox CEO David Baszucki mentioned that NFL Universe Football has popped into the top 25 games on the platform. That's so impressive, and it likely means that the experience is generating several million dollars in revenue on an annual basis.
The NFL football season just wound down with the Super Bowl. In order to commemorate the champioinship game, the experience created a custom Super LIX stadium. And the developers also created an event to promote Super Bowl LIX.
Have a Roblox game you'd like me to write about? Send me an email with more details: steve [at] metaversemarcom.io
Stephen Dypiangco is a strategy and marketing consultant , helping brands reach young audiences on Roblox.
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