To meet growing global demand for brand connection from younger Gen Z audiences, UK-based video game developer Dubit has teamed up with Dubai-based metaverse adtech agency The GenX Media to roll out a new suite of immersive Roblox media solutions in the MENA and APAC regions.

The partnership is designed to help The GenX Media “broaden the scope of in-game marketing on Roblox in the region”—where Dubit’s chief commercial officer Andrew Douthwaite notes that there is already “huge demand” from brands looking to engage with younger (and traditionally harder-to-reach) Gen Z audiences via Roblox. 

Specific details of the new media products and services will be revealed at a later date, says Douthwaite.

Last year, Roblox overtook TikTok as the platform where Gen Z spends the most time, according to data insights company GEEIQ.

Dubit’s partnership comes on the heels of Roblox reporting a 31% revenue spike in second-quarter earnings, driven by the platform’s 79.5 million daily users (up 21% over Q2 last year) spending US$955.2 million on virtual items for their in-game characters and additional content.

Roblox has also been ramping up its expansion into real-world e-commerce by recently partnering with Warner Bros. Pictures and Fandango on a Beetlejuice Beetlejuice in-game branded experience that includes a movie ticketing option.