What should marketers understand about Roblox as a serious platform?

Roblox represents an untapped communication platform where virtual merchandise drives real emotional value. Danielle Pederson, CMO at Amaze, explains how her company bridges digital and physical brand experiences through avatar customization. She discusses launching Amaze Digital Fits on Roblox, creating avatar clothing that can be printed as matching physical products, and leveraging gaming platforms as social connection hubs for younger audiences. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  Here's a question for my kids. What should marketers understand about Roblox as a serious platform for creators?

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  Love it. So we recently launched a platform called Amaze Digital Fits, which exists on Roblox, and it showed us that virtual merchandise can drive the same emotional value as physical products. So I'm sure your kids will tell you that in Roblox, they get to play games as an avatar. And we've created a product where you can dress those avatars in specific types of clothes, but then also go back in and print physical products. So you can match your avatar, which is really fun. So I think marketers really should stop thinking.

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  About Roblox as sort of a niche platform and kind of understanding maybe it's a frontier, maybe a brand experience in general.

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  One of the things that I feel like people miss about platforms like Roblox is they are, as much as they are games, they are communication platforms, right? For the younger generation, you don't run to the schoolyard to hang out with your friends and light things on fire anymore. You, not that I would ever do that, you connect with the headset on and your iPad and you talk to your friends and you get to have all that sort of camaraderie, but most of it's a digital experience.

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  Exactly.

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  So the communication platform and being part of that conversation amongst friends tends to be more powerful to me than the actual physical gameplay.

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  Yeah, 100%. And, and we are all about figuring out a way to make those communities and those communications more exciting. And I think that's what we sought out to do with Amaze Digital Fits.

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  And that wraps up this episode of the Martech Podcast. Thanks to Danielle Peterson, the CMO of Amaze for joining us. If you'd like to contact Danielle, you can find a link to her LinkedIn profile in our show notes or on martechpod.com, or you can visit her company's website, which is amaze.co. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or subscribe on YouTube and we'll be back in your feed in the next week. All right, that's it for today, but until next time, my advice is just focus on keeping your customers happy.

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