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Influencer marketing has arrived on Roblox

Brands hoping to take advantage of the Gen Z hangout destination are leveraging existing worlds to maximise engagement while decreasing commitment. Think of it like a sponsored post, in place of a branded account.
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Photo: L'Oréal Paris

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The emergence of Roblox is often compared to the arrival of Instagram for speaking to the next generation. So naturally, the next stage of marketing on the maturing metaverse platform is sponsored content and its own version of influencer partnerships.