Roblox Metaverse - What Is It?

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Screenshot from Stranger Things: Starcourt Mall, with Roblox characters interacting with the Upside Down

Roblox is a games platform that is seemingly everywhere. Boasting millions of monthly users and a wealth of engaging games to play, the growth of the platform has led to a Roblox metaverse emerging. As mainstream culture begins to accept Roblox as a publishing platform, real-life brands are increasingly likely to engage with it.

In this guide, we break down what the Roblox metaverse is, while also taking a look at some of the key games in this specific niche. We also look at how Roblox is starting to function with other real-world concepts, like cryptocurrency.

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What Is the Roblox Metaverse?

Put simply, the Roblox metaverse is a growing phenomenon where real-life brands and trends lead to more companies working with the Roblox platform. This can encompass promotional crossovers, or the addition of game mechanics or currencies that overlap with the real world.

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In most cases, the Roblox metaverse takes shape in games that promote real-life events or brands. This can be done to advertise upcoming shows and movies, or even just to promote existing brands outside of the entertainment industry. That's the definitive case of Roblox seeping into mainstream culture, collaborating with huge franchises like Stranger Things, for example. Elsewhere, the Roblox metaverse is also evident in brands like Nike working together with the platform on promotional, explorable events.

Screenshot from Stranger Things: Starcourt Mall on Roblox, showing an avatar wearing Dustin's trademark hat
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What Games Are In the Roblox Metaverse?

As evidence of the Roblox metaverse, there are plenty of games that prove how successful crossovers with existing franchises and brands can be.

None are as significant as Nikeland, a recent crossover with Nike to promote the clothing brand on Roblox. Geared around sport, Nikeland tasks players with completing a range of sport-based activities, like races. Performing these tasks unlocks exclusive Nike items in-game, which you can use to customise your Roblox avatar with branded clothing. It's perhaps the most obvious attempt at brand synergy on the platform so far.

Another key example is Stranger Things: Starcourt Mall. This exclusive Roblox experience launched in 2020, following the Netflix show's third season. It takes place in the eponymous shopping centre seen in the hit show, with players able to collect themed hats and items, as well as exploring locations seen in previous episodes. This could, in theory, entice those outside of the Roblox ecosystem to try out the platform, giving it even more credence among mainstream circles.

Of course, there are plenty of other games in the Roblox metaverse. A recent phenomenon is the rise of crypto in certain titles, where popular games like Pet Simulator X have started selling themed NFTs. An official Roblox crypto isn't a thing yet, but given the astounding rise in the popularity of cryptocurrencies over the past year, there's no ruling it out.

What's Next For The Roblox Metaverse?

All in all, then, the Roblox metaverse is the encapsulation of the platform's popularity, as huge real-life properties increasingly look to get in on its immense player base. As such a new trend that's only really taken off in the past 18 months, it's hard to predict where this phenomenon will go next. Expect to see even more brands make their own proprietary Roblox games in the same vein as Nikeland, as well as tie-ins with movies and TV shows.