E.l.f. Debuts Roblox Sport | BoF

On Thursday, E.l.f. Cosmetics and E.l.f. Pores and skin debuted E.l.f. Up!, a brand new expertise permitting gamers to change into start-up entrepreneurs in digital areas themed to the corporate’s hero merchandise. The immersive sport will likely be promoted by Roblox creators like Lana Rae, Its Funneh and The Crew throughout YouTube, Twitch and TikTok. Whereas Roblox is thought for its Gen Alpha customers, Gen-Z and millennial gamers are additionally a spotlight for E.l.f.

”We didn’t need this to be too ‘kiddie,’ for lack of a greater time period,” mentioned Brad Timmins, founder and managing director of eGEN esports, which developed the Roblox sport for E.l.f. and has labored with the corporate on its earlier gaming-related advertising and marketing on Twitch.

In response to Roblox’s most up-to-date knowledge, 67 % of its customers are beneath the age of 16. It has 70.2 million every day lively customers, who collectively spent 16 billion hours on the platform within the third quarter of this yr, in line with Roblox’s third-quarter monetary report launched on Nov. 8.

To entice customers to play within the new Roblox house, E.l.f. is making a gift of 1 million user-generated content material (UGC) objects, that are the equal of digital merchandise that customers can acquire in Roblox worlds.

E.l.f. joins various magnificence manufacturers on Roblox together with Fenty Magnificence and Essence Cosmetics, which launched Roblox video games earlier this yr, and Gucci Magnificence, City Decay, Nars and Givenchy Magnificence, which created digital worlds on the platform in 2022.

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