WPP has unveiled a global partnership with Roblox, the renowned immersive gaming and creation platform, marking a significant step forward in their years of collaboration on 3D interactive brand content and advertising. This alliance aims to empower agency teams and brands in utilizing Roblox as a powerful new media channel.
As Gen Z spends millions of hours daily in digital environments like Roblox, WPP emphasizes the importance of immersive platforms in capturing this generation’s attention. The partnership reinforces WPP’s role in guiding brands through the fast-evolving media landscape, tapping into the growing influence of gaming—the fastest-growing medium to reach Gen Z audiences—to unlock fresh opportunities for consumer engagement.
Leveraging Roblox's vast user base of nearly 80 million daily active users and WPP’s extensive gaming expertise, the collaboration will include initiatives such as Roblox sprint days, a joint advisory council, and advancements in 3D measurement and platform education. These efforts aim to push the creative boundaries of what can be achieved on Roblox.
Through its media investment arm, GroupM, WPP will join Roblox's official Partner Program, establishing a long-term relationship focused on measurement advisory and helping shape the future of brand ecosystems within 3D environments.
WPP's creative agencies will also benefit from this partnership, as Roblox will explore innovative ways to use its platform as a creative engine, fostering collaborations with Roblox creators. Additionally, WPP and Roblox are set to launch a pioneering Roblox certification program, designed to enhance marketers’ expertise on the platform. The program will offer a multi-module training course for creative and media agencies, with WPP team members being the first to receive certification.
According to the company, the partnership builds on a longstanding foundation of work that WPP and Roblox have developed for global clients including Adidas, Church & Dwight, Danone, Nickelodeon and Paramount.
Going forward, WPP and Roblox will host a series of client sprint days that bring together experienced Roblox community creators, developer studios, and agency strategists to develop a unique activation in one business day.
Rob Reilly, Chief Creative Officer of WPP, says, "Roblox is an amazing platform for brands to engage creatively with a young, expanding and valuable audience. By merging WPP's creative firepower with Roblox's innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers. Buckle up."
Stephanie Latham, VP of Global Brand Partnerships and Advertising at Roblox, says, "We're excited to partner with WPP to push the boundaries of brand creativity on Roblox. This alliance will enable brands to harness our platform's unique capabilities and connect with our incredible community, driving forward new standards in immersive media and delivering exceptional experiences for a diverse and engaged audience."
Andrew Meaden, Global Head of Investment at GroupM, says, "Roblox has redefined the way young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement and brand engagement in virtual worlds and help our clients navigate this exciting new frontier."
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