By Ryan Scott
Gaming platforms Roblox and Minecraft are experiencing a “meteoric rise” in global brand awareness, according to the latest report from BrandTrends Group.
Focusing on the most popular entertainment brands for kids, the Dubai-based research firm conducted its latest study across 40 countries, interviewing close to 70,000 respondents ages zero to 14.
Marvel is the overall favorite brand with this age group, followed by Disney, LEGO, Barbie and Spider-Man. Roblox and Minecraft respectively placed sixth and seventh, beating out PAW Patrol, Pokémon and Frozen. And with boys ages seven to 14, Roblox and Minecraft ranked particularly high, rounding the top three just behind Marvel.
Collectively, gaming brands have surged from cornering 20.3% of the vote in October 2021 to 26.8% in October 2023, prompting BrandTrends CEO Philippe Guinaudeau to note: “Gaming partnerships aren’t just collaborations; they’re opportunities to create immersive brand experiences [and] show your products as part of the digital adventure your audience loves.”
Roblox’s financial performance seems to be keeping pace with its growing brand awareness. The San Mateo-based company generated US$749.9 million in revenue in Q4, up 30% year over year. And it’s actively seeking IP collabs, having launched the Roblox Partner Program in June to help companies scale, learn and advertise on the platform.
Featured image: What are the World’s Most Favorite Kids Entertainment Brands? by BrandTrends Group