How Roblox is unlocking next-gen commerce for MENA brands

Roblox is redefining e-commerce by integrating physical product sales within its immersive gaming environment.

This presents a significant opportunity for brands, especially in MENA, to tap into next-generation commerce and bridge digital and real-world shopping experiences.

A look at key numbers and evaluating market potential

97.8 million daily active users globally engage with Roblox, creating a massive audience for brand exposure.
50 per cent of Gen Z respondents are likely to consider a brand in the real world after experiencing it virtually.
90 per cent of total orders for Twin Atlas came from in-game commerce, proving strong demand for physical products linked to digital experiences

What’s in it for brands in the MENA region?

Massive reach: The integration of commerce into gaming allows brands to access younger audiences, particularly Gen Z and Gen Alpha, who engage socially and transact digitally.
New revenue streams: Brands can create virtual storefronts where users not only explore and engage but buy physical products linked to exclusive digital rewards.
Stronger brand engagement: Retailers and manufacturers can leverage gamification to drive repeat purchases and deepen customer loyalty.

SWOT Analysis – Should MENA brands move quickly?

Strengths
High digital penetration and mobile-first economy in MENA.
Rising interest in gamified shopping experiences among youth.
Established brands like Fenty and The Weeknd already leveraging Roblox commerce.

Weaknesses
Limited adoption of in-game retail in MENA.
Need for regional localisation in language and payment methods.

Opportunities
First-mover advantage for brands entering metaverse-driven commerce.
Ability to integrate regional cultural elements to enhance local engagement.
E-commerce meets entertainment, offering immersive brand storytelling.
Threats
Brands lagging behind in digital transformation risk missing engagement with Gen Z & Gen Alpha audiences.
Regulatory concerns may require careful adaptation of commerce mechanics.

What are the next steps for MENA brands?

Explore commerce integration on Roblox experiences targeting local users.
Partner with gaming studios to create branded activations linked to physical products.
Leverage accelerated mobile pages (AMP) to ensure product authenticity and consumer trust.
Use AI and personalisation to tailor shopping experiences for regional preferences.
Move fast — the space is evolving quickly, and early adopters will reap the benefits.

By Ravi Dutt, Managing Partner, AtomX Media