Roblox, the online gaming platform and game creation system, had a banner year. Its global community has grown from 32.6 million to nearly 50 million daily active users across 180 countries, with the median daily active user visiting 55 unique experiences during 2021.
The fashion industry has also joined in, with users looking for immersive experiences and new ways to express their digital identity, and brands looking to capitalize.
Companies like Gucci and Nike have quickly formed partnership experiences, which can range from a music launch party to a fashion show hosted on the platform, like The Fashion Awards.
The most popular event was the Gucci Garden, an interactive virtual exhibition inspired by Gucci garden archetypes, an immersive journey through a random series of themed rooms, each drawing inspiration from advertising campaigns, design history and muses of Gucci designed by Alessandro. Michele. There was even a boutique of limited-edition virtual items from the Florentine luxury house, created by RookVanguard.
Nearly two million users visited the British Fashion Council’s Fashion Awards event in November, where a digital red carpet could be walked as a distinguished guest.
At Nikeland, users can dress up their avatars in Nike clothing and unlock their sports superpowers, which are not bound by physical game rules.
Fashion companies are embracing the Metaverse’s limitless opportunities for self-expression, body shapes, hair, accessories, and clothing from the Roblox Avatar Marketplace. Digital identity is important to the gaming community, and Roblox says it sees it in the variety and number of items created, acquired, and ported to the platform.
Over 25 million virtual items have been created by the Roblox community.
Over 5.8 billion virtual items (free and paid) have been acquired.
Over 165 billion avatar updates have been made.
1 in 5 daily active users updated their avatar on a given day.
Most of the updates included body and face, followed by accessories.
The top five countries with the most Roblox developers are the United States, Brazil, Russia, the Philippines, and the United Kingdom. This echoes the engagement where the UK had the third highest engagement time, behind Brazil and the United States.
Interestingly, the community of Roblox developers and creators saw a 353% year-over-year growth in female first-time users, compared to a 323% growth in male creators.
As fashion companies look to the metaverse for new economic opportunities, there doesn’t seem to be any slowing down from the 25 million virtual items that have been created and the over 5.8 billion virtual items that have been acquired.