LEGO is crushing it on Roblox 🧱🧱🧱
Over the past 7 months, they've integrated into 7 different games:
- Blade Ball - 64M monthly plays
- Barry's Prison Run - 74M monthly plays
- FISCH - 180M monthly plays
- Creatures of Sonaria - 37M monthly plays
- Climb and Jump - 56M monthly plays
- Driving Empire - 57M monthly plays
- Sonic Speed Simulator - 12M monthly plays
That's 480 million monthly plays in just 7 months. Which means 480 million chances for players to actually play with the LEGO Group, not just see an ad for it, actually play it and they're doing it in a way that actually makes sense for each game.
The current activation is in Driving Empire, they didn't just throw up a billboard, a portal or some aspect of the UI. They've created an entire event where players can unlock 12 iconic LEGO vehicles for free. 6 vehicles launched right away, with more rolling out over time, with a derby event built around it. It fits perfectly into what players are already doing in the game - driving cars and collecting vehicles.
This is the key difference between this activation and what MOST brands do on Roblox.
Most brands think they need to build their own game from scratch and spend a ton of money in the process. Then they hope people show up. Here's the big question - why would players leave the games they already love to visit your new branded experience? They typically don't.
LEGO took the smart approach.
They worked with studios like Gamefam, DoBig Studios, Twin Atlas, Voldex, and Misfits Gaming Group to build things that feel like they belong in each game. Not ads. No interruptions. Just cool stuff that makes the game better.
Because of that, players aren't just seeing LEGO for 3-5 seconds like they would on TikTok or YouTube. They're playing with LEGO for 20+ minutes. Building with it. Racing it. Showing it off to friends. Content creators are making real, organic videos on how to complete the latest update with LEGO. That's real engagement. The kind you literally can't get anywhere else.
This is how you win on Roblox.
It doesn't have to be multiple games or cost a fortune by picking some of the biggest games on the platform. It does however need to fit into what players actually want to do in the game you're choosing to activate in.
If you're thinking about activating on Roblox, please, please don't be boring. Don't build another standalone experience no one visits.
🦁 Be brave.
😆 Be fun.
🔥 Go where your audience already is.
