In the dynamic landscape of digital marketing, brands are constantly seeking innovative ways to engage with their audiences. The evolution of the metaverse concept has opened new possibilities for brand immersion and interaction, with platforms like Roblox and Fortnite leading the way. With over 3.4 billion gamers in the world, it is not hard to understand why brands need to consider where to build their virtual home base.
However, the decision to build on existing platforms, or to create a private ‘Verse’ instead, involves careful consideration of various factors. It is important to remember who your target audience is. How will they find you? What can you build to excite and immerse them?
Here we will explore the key elements brands must evaluate when making the critical decision on where to build their first virtual presence.
| Private Verse | Fortnite | Roblox | |
| Number of Users | Based on web traffic | 500M Registered Users | 70M Daily active Users |
| Target Demographic | Based on your needs | 18-24 yo (65%), 90% male | <13 yo (43%) <16 yo (60%) |
| Community | Build your own | Fortnite Community | Roblox Community |
| Cost to Develop | $-$$$$ | $$$-$$$$ | $-$$$$ |
| Time to Deploy | Weeks to Months | Months | Weeks to Months |
| Ecommerce Capability | Yes | No | No |
| Web3D & Asset Ownership (NFT) | Yes | No | No |
| Privacy | Private or Public | Public | Public |
| Data Ownership | Private cloud | All data owned by Fortnite | All data owned by Roblox |
| Customer Relationship | You own | Fortnite owns | Roblox owns |
| Token for Purchase | Fiat, Cryptocurrency, Native | vBucks | Robux |
| # of Games/Experiences | No competition | 60,000 concurrent per hour | 40 million |
| Gameplay | All games, apps, experiences | First Person Shooter Based | Arcade Games |
| Bundle Size | <1GB | >50GB | >1GB |
| Platforms | Mobile, Desktop, Web, VR | Console, Computer, Android | Console, Computer, Mobile, VR |
| Language | Javascript, C#, C++ | Verse | Lua |
Comparison between Fortnite vs. Roblox vs. Private ‘Verse’
Number of Users:
When it comes to user reach, both Roblox and Fortnite boast massive player bases. Roblox, with over 70 million daily active users (DAUs) as of 2022, is a thriving platform with a diverse audience, particularly popular among younger demographics. With over 3 million developers and 5.5 million experiences, it can be next to impossible for a smaller brand to be found amongst the noise. As of very recently, brands no longer have to build their own experience in Roblox in order to advertise on the platform.
Fortnite, developed by Epic Games, has over 500 million registered users, offering a broader user base with a significant presence across different age groups, but mostly male.
Building your own ‘Verse’ will require you to drive your own traffic from various sources based on your target demographic. You will start with few users, but everyone you gain will be a direct relationship between the brand and customer. Recently H&M won and award for UX for their ‘Verse’, and Mars-Wrigley won best digital brand experience for their Starburst Juicyverse.
“The metaverse is not something that a business creates. It represents the next phase of the Internet as a whole.” — Meta, Mark Zuckerberg
Target Demographic:
Understanding your target demographic is crucial for effective brand communication.
Roblox is dominated by young users. 60% of users are under the age of 16. Only 17% of Roblox’s users are over 25 years old. The brands that have partnered with Roblox the most tend to be large retailers and shoe companies.
62.7% of the Fortnite players are from the age group of 18 to 24 (90% of which are male). The brands that have partnered with Fortnite the most tend to be media conglomerates. The full list of Fortnite collaborations can be found here.
If you build your own ‘Verse’, you can set your target market and if that includes the Roblox/Fortnite crowd, taking ads against these in search and in app ads can help drive targeted traffic to you. There have been myriad examples of brands building their own and these range from fashion to food.
Snoop Dogg talking about Web3 & the metaverse — Image: Midjourney
Community:
The strength of the community within a platform significantly impacts a brand’s ability to connect with its audience. Both Roblox and Fortnite have vibrant and engaged communities, each with their own unique characteristics.
Roblox’s community is characterized by user-generated content and collaboration, fostering a sense of creativity and shared experiences.
Fortnite, with its emphasis on first-person-shooter (FPS) games, in-game events, and collaborations with popular franchises, cultivates a sense of shared participation among its players.
Brands aspiring to build their own identity and user base can begin by using community managers within their ‘Verse’ to welcome new guests to the space and answer questions. In time, this may be supplanted by AI-driven avatars. Having a dedicated, persistent, virtual world for your customers to engage with your content and share this experience with their friends will lead to better engagement and higher conversion.
Cost to Develop:
The cost of development is a critical consideration for brands looking to establish a digital presence in the metaverse. Building on existing platforms generally involves lower upfront costs compared to creating a private ‘Verse’ from scratch. Platforms such as METAVRSE, Spatial, TheMall and Obsess offer turnkey solutions for brands to build their own persistent part of the metaverse. This approach provides full control over the environment, and multiple budgets make it financially viable for all brands.
Roblox offers a user-friendly development environment, allowing brands to create experiences by utilizing its proprietary game development tools.
Unreal Engine for Fortnite provides a more robust and versatile development platform, but may require a higher initial investment.
Time to Deploy:
Time is often a critical factor in marketing strategy, and the speed of deployment can significantly impact a brand’s competitive edge. New low-code tools are making it easier and faster than ever to build and deploy robust virtual experiences.
In contrast, building a private ‘Verse’ requires careful planning and a more extended development timeline.
Ecommerce Capable:
The integration of eCommerce capabilities within the metaverse is increasingly becoming a powerful tool for brands. Both Roblox (Robux) and Fortnite (vBucks) offer opportunities for in-game purchases, but fail to allow any outside eCommerce, preventing brands from selling goods in the real world.
The creation of a custom ‘Verse’ tailored to the brand’s specifications allows for full eCommerce; physical and/or digital, paid for in fiat and/or cryptocurrency.
Web3D Enabled:
Roblox is toying with the idea of offering closed NFT’s for sale in-game to be used for charitable causes. Currently they do not support Web3 or NFTs.
Fortnite has not yet supported Web3, crypto, or NFT’s. They did collab with Nike/.swoosh/RTFKT, but stopped short of offering NFT’s.
The concept of Web3D integration in the metaverse is gaining momentum, promising enhanced social interactivity, allowing users to experience more immersive and interconnected virtual worlds. For brands looking to embrace the future of the metaverse, choosing a platform that actively supports and integrates Web3D technologies is crucial. In 2023, Mars-Wrigley won a Digital Brand Award for their pioneering work combining Web3 and the metaverse. The Starburst Juicyverse will find a permanent home on the second floor of TheMall in 2024.
Mars-Wrigley / Starburst Juicyverse. Built by METAVRSE
Privacy:
Privacy considerations are paramount in the digital age, and brands must carefully evaluate the privacy features of any metaverse platform.
Both Roblox and Fortnite prioritize user safety and privacy, implementing measures to guarantee a secure virtual environment.
Developing a private ‘Verse’ offers brands the ability to tailor privacy measures to their specific requirements. This customization ensures that privacy concerns are addressed in alignment with the brand’s values and legal obligations.
Data Ownership:
The ownership and handling of user data are critical considerations for brands entering the metaverse. Collecting user data to enhance the gaming experience is essential, but data ownership and usage policies differ by platform. Fortnite and Roblox have different privacy policies. Brands must carefully review the data ownership and usage policies of each platform, considering their specific requirements and legal obligations.
Building a private ‘Verse’ grants brands complete control over data ownership and usage.
Customer Relationship:
Establishing a strong customer relationship within the metaverse is vital for brand success.
Roblox focuses on user-generated content (UGC), providing a collaborative environment where brands can engage directly with their audience. The Roblox “State of the Union” has a great amount of detail on their new initiatives, tools, and metrics.
Fortnite, through in-game events and collaborations, offers immersive experiences that strengthen the bond between players and brands.
Building a private ‘Verse’ allows brands to craft a unique and tailored customer relationship strategy.
Sample of brands in each metaverse
Token for Purchase:
The integration of virtual currencies or tokens for in-game purchases is a common feature in metaverse platforms. Both Roblox and Fortnite use their respective virtual currencies (Robux and V-Bucks) for transactions within their ecosystems.
Brands considering a private ‘Verse’ can design their own virtual currency or tokens, offering a unique and branded approach to loyalty.
Number of Games/Experiences:
The diversity and quantity of games and experiences available within a metaverse platform contribute to its overall appeal.
Roblox, with its vast library of user-generated content (over 40 million games), offers a wide array of games and experiences across genres. This may mean increased competition for user attention within the platform’s existing ecosystem.
Fortnite, while primarily known for its battle royale mode, continually introduces new in-game events and collaborations.
Creating a private ‘Verse’ allows brands to curate a bespoke selection of games and experiences, aligning with their brand identity and marketing goals. This approach provides greater control over the quality and thematic coherence of the content, ensuring a consistent brand experience for users.
Conclusion:
The decision for brands to build their metaverse presence on existing platforms like Roblox or Fortnite, versus creating a private ‘Verse,’ involves a nuanced evaluation of various factors. If you are a large Fortune 500 brand with a global market and are looking to attract the attention of younger, gaming audiences (and you have a lot of money to throw against advertising in order to be found) Roblox and Fortnite offer an incredible solution. You can buy full case studies on Hello Kitty in Roblox and Vans World in Roblox.
If you are a medium-to-large business, perhaps a private ‘Verse’ might be the best avenue for connecting with your community. The ability to offer Web3 features for loyalty, and not give up your private data to third parties, is something that should also be considered carefully when deciding where to build your virtual brand experience.
Ultimately, the choice between Roblox, Fortnite, or a private ‘Verse’ hinges on the specific goals, target audience, and strategic vision of each brand. — Alan Smithson
By carefully considering the factors, brands can navigate the evolving landscape of the metaverse, and make informed decisions that align with their marketing objectives and long-term brand identity.
OH, And one more thing…
