Amid a record-breaking year for brand activations on Roblox and Fortnite, Gamefam cemented its position as the premier developer and strategic partner, empowering brands, Hollywood studios, and talent to effectively engage with Gen Z and Alpha audiences.
Gamefam, the leading metaverse media company for Gen Z & Alpha communities, unveiled last December its second-annual State of Brands on Roblox and Fortnite report, while also highlighting the company’s key business results for FY2024. The company underlined that in 2024 both platforms became pivotal for brands, Hollywood studios, and talent to engage younger audiences.
Gamefam emerged as a leader, guiding marketers to move beyond mere presence to creating impactful programs. With five of the top 15 brand games on Roblox, Gamefam’s success sparked a major shift in 2024, delivering high ROI through custom integrations across its popular titles and driving 2.7 billion brand engagements. This marked a doubling of brands activating on Roblox from the previous year and a 560% increase since 2022, while Fortnite experienced a 330% rise in brand activations during the same period.
Gamefam 2024 milestones
In 2024, Gamefam developed four of the top 10 branded games on Roblox, such as Barbie DreamHouse Tycoon (#1) and Sonic Speed Simulator (#2) – the first brand game to surpass 1 billion visits. Other hits included SpongeBob Simulator and TMNT Battle Tycoon. The company also leveraged major cultural moments, such as partnering with the NFL and Paramount for a groundbreaking Super Bowl LVIII event on Roblox, drawing over 75 million visits and 985 million minutes of engagement: the most successful multi-game brand event to date.
Innovative metaverse campaigns promoted blockbuster movies and streaming content collaborations with leading studios. Highlights included a 31-million-visit campaign for The Garfield Movie and interactive experiences for TMNT, Ghostbusters: Frozen Empire, Inside Out 2, and Moana 2. In music, Gamefam teamed up with Warner Music Group to bring Coldplay to Roblox for the first time, with a multi-game takeover to celebrate the band’s new album Moon Music, which collected over 25 million visits and 295 million minutes of engagement.
Throughout the year, the company executed more than 60 brand campaigns, including SpongeBob SquarePants’ official Roblox debut, Ninja’s Fortnite game takeover, and projects for brands like Samsung, Lego, and FIFA, further expanding its impact across the metaverse.
In recognition of the company’s groundbreaking achievements, Gamefam was honored with more than 30 prestigious awards, such as Great Place to Work®, Inc. 5000 as the fastest-growing private media company, Fast Company’s Best Workplaces for Innovators, and the Deloitte Technology Fast 500. Gamefam and its partners also won multiple advertising honors like four Clio Sports Awards, three Clio Entertainment Awards, five Drum Awards, and recognition from the Webby Awards and Campaign Tech Awards.
The dominance of Roblox and Fortnite in kids’ engagement renews in 2025 and beyond
Roblox and Fortnite have become the go-to platforms for connecting with Gen Z and Alpha audiences in recent years, with Roblox users spending 144 minutes daily, surpassing TikTok and YouTube. In 2024, Roblox reached 89 million daily users, with brand games accumulating 1.4 billion visits and 15.8 billion minutes of engagement, as traditional kids’ TV ratings dropped by 90%. Brands shifted toward in-game integrations, with 57% choosing them over standalone experiences in 2024, compared to 43% in 2023.
With over 1,000 brand games launched, increased investment is anticipated in 2025. The metaverse is expected to reach 2.6 billion users by 2030, with Roblox surpassing 500 million monthly users in 2025. Gamefam predicts that Roblox will become as vital as YouTube and TikTok for movie marketing. In-game ads will be essential for any Fortune 100 brand aiming to reach Gen Z & Alpha consumers, and at least one of the four major US sports leagues (NBA, NHL, MLB, NFL) will use these platforms for breaking news.
Looking ahead, Fortnite’s Disney platform will become a top three digital entertainment experience for children aged 6-12 by 2026, while Roblox’s original IPs will expand into mainstream entertainment and licensed products in the next few years. Gamefam is well-positioned to create impactful brand experiences and groundbreaking IP collaborations.
Read it on Licensing Magazine last issue, pag. 98-101.
