Busting Myths About Branding on Roblox and Fortnite: A Marketer’s Guide
In the dynamic world of digital marketing, gaming platforms like Roblox and Fortnite stand out as innovative platforms for brand promotion. Despite their potential, several myths prevent marketers from fully embracing these channels. Let’s clear up some myths and set the record straight for marketers trying to navigate these virtual spaces.
Myth #1: Special Licenses Are Required for Branding Activities
There’s a common belief that branding initiatives on platforms like Roblox or Fortnite require special licenses. In truth, the opportunities for brands are broad, allowing them to freely build their image on these platforms. The only licences required are those related to advertising the brand’s presence on these platforms, ensuring a wide scope for creative branding efforts without unnecessary barriers (see Myth 5!).
Myth #2: Brands Can’t Target All Age Groups
It’s a myth that brands can’t create Roblox solutions for a wide age range, including those under 13. In fact, brands can create Roblox experiences that are accessible to users of all ages by following certain guidelines. These include e.g. avoiding direct product advertising. This opens up a space for creative and inclusive brand building in the virtual world. As for Fortnite, while the game is aimed at users aged 13 and over, it still offers enough opportunity for age-appropriate brand integration.
Myth #3: Brands Must Build Large Worlds from the Start
The idea that a brand’s presence in Fortnite or Roblox requires the immediate construction of a vast, brand-centric world is false. There are many alternative ways to achieve brand visibility, including creating mini-games or partnering with established servers that take care of branding. These strategies take advantage of existing server reach and engaged communities, making them an efficient starting point for brands.
Myth #4: Roblox Is Only for Kids
The perception that Roblox is only for a younger audience is outdated. The platform attracts a significant number of users aged 17-24, highlighting its growing appeal to older gamers. This demographic shift, fueled by strategic updates, challenges the stereotype of Roblox as a children’s zone.
Myth #5: Unrestricted Game Promotion Off-Platform
Despite the idea of unrestricted off-platform game promotion, digital marketing campaigns for Roblox and Fortnite games are subject to specific guidelines. Broader marketing efforts often require additional licences and strategic planning. It’s advisable to plan activities in advance and ideally work with agencies that have direct contact with publishers and can offer direct support.
By dispelling these myths, marketers can approach Roblox and Fortnite with a clearer understanding and more realistic expectations. These platforms offer huge potential for innovative branding strategies, allowing brands to unlock unparalleled opportunities for engagement and growth in the digital space.
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