'Marketers are leaning into the metaverse': Roblox ramps up brand partnerships

Roblox is bringing video game publishing to the masses. Naturally, that means to advertisers too. In the four months Roblox has been a public company, it can tout 42.1 million daily active users. “It's paving the way for a new era of branded gaming; but it’s more than a game, it’s an entire gaming platform,” said Sam Cox, creative technologist at digital agency We Are Social. Read more below.

• Similar to how YouTube brought video broadcasting to the masses, Roblox is doing the same for video game publishing — and that includes advertisers.
• This week’s Digiday+ Future of TV Briefing looks at how digital video, commercial productions have returned to shooting inside and have been expanding crew sizes. However, producers plan to keep many protocols in place until the pandemic is over.
• As more social media platforms enter the arena, the competition heats up to keep users happy and ad dollars flowing. It’s left platforms to figure out how they can best win over creators.
• Juggling homeschooling and full-time jobs have been challenging for parents. But as employers plan office returns, some are anxious about losing time with their kids.
• Publishers like Rolling Stone, WWD and The Wall Street Journal are producing more online education programs this year after the pandemic led to increased interest in digital learning opportunities.
• Instagram is working to make its platform more attractive to creators with merchandise and has waived creator fees until 2023.