Dubai-based metaverse ad tech agency, The GenX Media, has partnered with UK company Dubit to launch a new range of immersive Roblox media products and services in the MENA and APAC regions.
This new partnership with The GenX Media allows MENA and APAC brands and agencies to work directly with the UK-based studio, accessing cutting-edge Roblox marketing expertise with measurable results.
Dubit has previously built immersive Roblox campaigns for brands including Adidas, Unilever and H&M. Their work has covered one-off virtual activations within games to HD merchandise lines.
“There’s a world of opportunity for brands on Roblox – that is still largely untapped,” said Andrew Douthwaite, Chief Commercial Officer, Dubit.
“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,” he explained.
“We’re thrilled to join forces with Ravi and The GenX Media to bring these solutions to the MENA and APAC regions, where we’re already seeing huge demand,” said Douthwaite.
Last year, Roblox overtook TikTok to become the platform Gen Z spends the most time on.
“Roblox provides a unique platform for brands to engage with younger audiences in an evolving social media landscape,” said Ravi Dutt, Co-founder, The GenX Media.
“By offering interactive and immersive experiences, they can connect with users in a way that traditional social media is unable to,” he said.
With over 300M monthly active users, the gaming/social media giant is increasingly featuring on media budgets for brands looking to target younger audiences in an immersive environment.
“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,” Dutt concluded.
