Opportunities on Roblox for Sports Brands

Introduction

In this section, the speakers introduce themselves and their companies.

Introductions

• Stephen Dipianco introduces himself as the CEO of Metaverse Marcom, a strategy and consulting agency focused on helping brands in Roblox.

• He talks about his company's expertise in entertainment, especially sports.

• Tien introduces herself as the Head of Sports Partnerships at Roblox. She is responsible for building a sports business on Roblox and working with people in the sports industry to help them understand and be successful on Roblox.

• Ridley Plummer leads all things metaverse web 3 cryptocurrency and NFTs at Tennis Australia in the Australian Open. He talks about their interesting journey over the past 18 months that has led into Roblox and AO Adventure.

• Max is the Managing Director of Doppelganger, a strategic consultancy creative studio helping brands navigate gaming and metaverse. They work with various sports organizations such as Wimbledon, Premier League, FIFA World Cup, McLaren F1, NHL Blast.

Poll Results

In this section, Dave reviews some poll results from attendees.

• 76% of respondents are from North America, 11% from Europe, 8% from South America, and 5% from Australia.

• Attendees' familiarity with Roblox: 43% beginner level; 38% intermediate level; 19% advanced level.

• Most attendees have their own Roblox user account (73%).

• Attendees come from various industries: 30% sports; 30% tech; 22% advertising; 8% video games; 8% entertainment; and 3% other.

• Attendees' job roles: 41% in marketing, 32% in BD sales, 8% in content, 5% in engineering, and 5% in ops.

Q&A

In this section, Dave introduces the Q&A feature for attendees to ask questions.

• Attendees can drop their questions into the Q&A window. They can also upvote the questions they want to see answered.

• The speakers will be looking at those results for inspiration for what they'll draw from.

Conclusion

In this section, the speakers introduce themselves and their companies.

Making the Australian Open Accessible

In this section, the speakers discuss their objective of making the Australian Open (AO) the world's most accessible sports and entertainment event. They talk about what accessibility means to different people and how they used Roblox to reach a younger demographic globally.

Accessibility as an Objective

• The objective was to make AO the world's most accessible sports and entertainment event.

• Accessibility can mean different things to different people, such as affordable ticket prices, free-to-air broadcast, or family-friendly experiences.

• The goal was to give as many people access to the sport and event as possible.

Using Roblox for Global Reach

• Roblox was one of the avenues they went down because it resonated with a young demographic.

• AO wanted to engage with a younger demographic globally who may influence their parents' travel decisions or TV viewing choices in the future.

• The aim was for AO to be on everyone's bucket list alongside other major sporting events.

Replicating Fun Social Experience

• AO is not just about playing tennis; it's also about having fun with friends and family.

• The idea was to replicate as much of that fun social experience on Roblox by offering music, food, and social aspects.

Motivations for Sports Brands on Roblox

This section discusses motivations for sports brands when using Roblox. It covers three main categories - expanding fan base, engaging fans in new ways, and monetization.

Three Main Categories of Motivation

• Sports brands have three main motivations when using Roblox - expanding fan base, engaging fans in new ways, and monetization.

• Expanding fan base involves reaching out to new audiences who may not be familiar with their brand or sport.

• Engaging fans in new ways means offering unique experiences that cannot be found on other platforms.

• Monetization is a path towards generating revenue from the platform.

Accessibility as a Value Proposition

• Roblox's all-ages platform and global accessibility align with AO's objective of making the event accessible to everyone.

• The idea is for anyone to participate in any fashion they want, regardless of their location or device.

Measuring Success on Roblox

This section covers how success was measured before and after launching on Roblox. It also discusses how success was evaluated by Ridley and Max.

Measuring Success Before Launching

• There were different angles to measuring success before launching on Roblox.

• One angle was to measure engagement levels, such as the number of people who participated in the event or visited the virtual venue.

• Another angle was to measure brand awareness, such as how many people became aware of AO through Roblox.

Evaluating Success After Launching

• After launching on Roblox, success was evaluated based on engagement levels, brand awareness, and feedback from users.

• Engagement levels were measured by tracking metrics such as time spent at the virtual venue or participation rates in activities.

• Brand awareness was measured by tracking social media mentions or press coverage related to AO's presence on Roblox.

Extending Partnerships Beyond the Normal Realm

In this section, Ridley and Tiana discuss how they measure success in extending partnerships beyond the normal realm of what their partnership should be. They also talk about the importance of authenticity in the space and how they brought sponsors into the experience.

Measuring Success

• Success is measured by the ability to extend beyond two weeks in January.

• Three points are used to measure success: Innovation, Audience, and Revenue.

• Focus is on Innovation and Audience rather than Revenue.

Authenticity with Sponsors

• Authenticity is important when bringing sponsors into the experience.

• Brands were brought into the space to make it as genuine as possible.

• Brands that didn't want to be involved were given an option to opt out of the environment.

• Some brands were given opportunities to create hobbies or stores within AO Adventure.

Measuring Success with Doppelganger

In this section, Max talks about how they measure success with doppelganger and some of the brands they work with. He discusses three areas that they look at when measuring success: experience performance, brand uplift, and capturing total media evaluation generated by The Experience.

Measuring Success

• Three areas are looked at when measuring success: experience performance, brand uplift, and capturing total media evaluation generated by The Experience.

• Experience performance looks at audience numbers, monetization from items bought, etc.

• Brand uplift looks at how people's perceptions of a brand have shifted after being exposed to the experience.

• Capturing total media evaluation generated by The Experience looks at capturing value from organic content people create about AO Adventure on YouTube, articles written about it on ESPN or other outlets.

Conclusion

In conclusion, Ridley and Tiana discuss how they measure success in extending partnerships beyond the normal realm of what their partnership should be. They also talk about the importance of authenticity in the space and how they brought sponsors into the experience. Max talks about how they measure success with doppelganger and some of the brands they work with. He discusses three areas that they look at when measuring success: experience performance, brand uplift, and capturing total media evaluation generated by The Experience.

The Value of a Holistic Approach to Valuation

In this section, the speakers discuss the importance of taking a holistic approach to valuation and how it can be useful in having discussions about success.

Importance of Continual Expansion and Learning

• Organizations need to continually expand, learn, grow, and adapt.

• Metrics are necessary for organizations to speak about their value.

• Conversations like these help organizations understand how to create value.

Unique Opportunities for Sports Brands on Roblox

• Building a Roblox experience from scratch is a hefty investment.

• Sports rights holders have an advantage because they tend to have sponsors attached to them.

• Challenges include financing, internal buy-in, and understanding what Roblox is.

Understanding What Roblox Is

• Developing 3D content is difficult but will get easier over time.

• Roblox is a unique conglomeration of social media, content, games, and entertainment.

• It's important for sports brands to understand what Roblox is before entering the platform.

Advice for Sports Brands Entering the Platform

• Have an objective in mind when entering the platform.

• Working with developers or agencies is necessary for creating immersive 3D assets/experiences.

• Careful strategy planning is essential for success on the platform.

Starting with Objectives and Strategies

The importance of having clear objectives and strategies before jumping into a new space is discussed. Examples are given of how different organizations have different objectives, which leads to different approaches.

Objectives Drive Strategy

• Having clear objectives and strategies is important before entering a new space.

• Different organizations have different objectives, which leads to different approaches.

• Understanding your objectives makes it easier to determine the appropriate strategy.

• Don't start with the "what" without understanding the "why."

Opportunities in Technology

The potential for growth and creativity in technology is discussed, specifically in relation to Roblox as a platform.

Exploring Technology

• There is an enormous opportunity for exploration in technology.

• Roblox provides an amazing opportunity for brands, sponsors, fans, and engagement.

• Creativity is only limited by imagination on this platform.

Benefits of Roblox

• Roblox has a hard-to-reach youth audience that spends more time on the platform than any other social media site.

• Brands can expand their fan base by reaching out to younger audiences through Roblox.

• Positive results are already being seen from brand lift measurements on the platform.

Measuring Success on Immersive Platforms

The challenges of measuring success on immersive platforms are discussed, along with the potential for new ways of measurement.

Measuring Success

• Measuring success on immersive 3D experiences is a new way of measurement.

• This type of measurement is different from traditional methods and requires a new approach.

• Roblox is working to measure brand lift and other metrics to help brands understand their impact on the platform.

Calculating Media Evaluation

In this section, the speakers discuss how they calculate the total media evaluation generated by an experience. They benchmark against other costs per media and impressions, use brand tracking software to track social sentiment, and factor in engagement time and active experiences.

Approach to Calculating Media Evaluation

• Benchmarking against valuations of other digital media forms

• Factors in dwell time and active experiences

• Use brand tracking software to track social sentiment

• Convert social sentiment into a monetary value based on advertising prices as benchmarks

Sponsorship Partnerships

In this section, the speakers discuss sponsorship partnerships on Roblox. They do not connect sponsors to teams wishing for a presence on the platform but instead leave it up to rights holders. They present existing partners with opportunities to create environments within AO Adventure that elevate their existing partnership.

Sponsorship Partnerships on Roblox

• Roblox does not connect sponsors to teams wishing for a presence on the platform

• Existing partners are presented with opportunities to create environments within AO Adventure that elevate their existing partnership

• Cross-pollination of fandom and communities is successful on Roblox

Introduction

In this section, the speakers introduce themselves and discuss how to introduce Roblox to companies.

Introducing Roblox to Companies

• The best way to introduce Roblox is by playing it.

• Speaking with someone who has kids or family members that play Roblox can be an effective way of advertising and introducing the platform.

• Max is recommended as a resource for learning more about Roblox.

Tangible Data for Rights Holders

In this section, the speakers discuss how to present tangible data to rights holders in order to make them more interested in investing in Roblox.

Presenting Tangible Data

• Publicly available data can be used to illustrate the reach of experiences on Roblox.

• Making someone a fan of an event through engagement on Roblox can lead to lifelong brand loyalty, which is valuable in the long term.

• Short-term metrics such as sponsorship sales and in-game item sales can also be used as evidence of potential ROI.

Lessons Learned About Sports Brands on Roblox

In this section, the speakers share their biggest lessons learned about sports brands on Roblox.

Biggest Lessons Learned

• Extending brand partnerships is a significant opportunity presented by using Roblox.

• Using creative blends of innovation opens up opportunities for brands to engage with more people globally.

• Roblox provides a platform for leveraging creativity and opportunity to attract and engage fans, build community, and tell stories about brands in an immersive way.

Roadblock Strategy for Brands

In this section, the panelists discuss how brands will have a roadblock strategy in a few years, just like they currently have a social media strategy. The discussion also covers the cost of building an experience on Roblox and the importance of marketing it.

Building Experiences on Roblox

• The cost of building out an experience on Roblox typically depends on the scope.

• From conversations with different agencies, costs can range from just under $200,000 to over half a million dollars.

• Different agencies have different capabilities, track records, and pricing structures.

Importance of Marketing

• It's not a "build it and they will come" situation. Brands need to drive people to their experiences by marketing them.

• Updating experiences over time gives people a reason to keep coming back.

Closing Thoughts

In this section, Max shares his biggest lesson learned about working with Roblox and the panelists share how to get in touch with them for more information.

Biggest Lesson Learned

• It's not a builder-and-they-will-come situation. Brands need to market their experiences and update them over time.

Getting in Touch with Panelists

• Tian Ridley: Find me on LinkedIn and message me.

• Hunter: Down on LinkedIn; happy to chat about opportunities in the space.

• Max: Ditto what those guys said.