OMO brings laundry to the gaming world with Roblox activation

As gaming platforms evolve into hubs of digital culture and commerce, brands are increasingly leveraging interactive experiences to engage younger audiences. OMO, Unilever’s laundry detergent brand, entered the gaming space, with an activation on Roblox, aiming to connect with young adults through gamification and storytelling. The activation was brought to life in collaboration with gaming agency, Evolution Group.

OMO x Roblox: A strategic move into gaming

OMO’s presence on Roblox is a response to shifting consumer behaviours, particularly among a digitally native audience transitioning into adulthood. With Roblox’s player base ageing and expanding in the Middle East, the platform presented an opportunity to align OMO’s brand messaging with relevant life moments – such as learning household responsibilities like laundry.

“Gaming is where culture, community, and commerce intersect, making it a powerful space for brand engagement,” says Aisha Kandil, Marketing Manager at Unilever. “By integrating OMO Capsules into gameplay, we’re driving product awareness and usage in an interactive, memorable way – shaping the future of consumer connection.”

Integrating OMO into the gaming experience

Rather than a standard in-game advertisement, OMO’s approach ensured the brand was woven naturally into the game’s mechanics. The activation was built around the OMO 3-in-1 Capsule, reinforcing product benefits through interactive play:

Capsule as key game mechanic: Players had to collect three capsule pieces to unlock battles, mirroring OMO’s 3-in-1 cleaning power.
OMO-powered weapons: In the game, players use OMO-branded weapons to defeat “Dirty Bosses” representing stains, odours and bacteria.
Nostalgic, Mario Bros-style gameplay: Designed to appeal to young adults, the gameplay connects stain-fighting with fun and achievement.

Engagement and measurement

The campaign’s success was assessed through key engagement metrics, which highlighted strong traction in the UAE. Over 60,000 players participated, with an average session time exceeding 10 minutes, indicating strong retention. Influencer-led play sessions, in collaboration with Division, Nabil Moutran and Joe Abboud, further amplified reach, with some extending beyond 30 minutes.

OMO gaming
Beyond in-game analytics, OMO also monitored real-world impact. Session length, completion rates, and in-game actions provided insight into player behaviour. Additionally, tracking user-generated content revealed how players engaged with OMO-branded items outside of the core gameplay experience. Social sentiment and influencer engagement further shaped an understanding of organic brand discussions.

Key learnings

OMO’s foray into Roblox offered valuable insights into digital activations within gaming environments. Evolution Studios’ Samantha Billingham shared key learnings from the creation of the activation. She shared test-and-learn approach proved essential in navigating the evolving nature of gaming platforms. The balance between geo-fenced user-generated content and global discoverability became a key consideration, highlighting how localised engagement strategies can influence broader reach. Platform algorithms also played a role in visibility, reinforcing the importance of optimising content for both local and international audiences.

Looking ahead, localised game strategies, such as leaderboards and region-specific events, present opportunities to strengthen audience retention in priority markets.

The activation demonstrated that gaming ecosystems are no longer niche but a mainstream avenue for brand engagement. By embedding itself within the digital experience rather than marketing from the sidelines, OMO turned a routine household chore into an interactive, gamified adventure – offering a glimpse into the future of consumer engagement in virtual spaces.