Fortune Island: Earn Learn Flex

Objective

e.l.f. Beauty, a cosmetics brand, identified that 50% of Gen Z aspire to entrepreneurship yet lack financial confidence—one in three feel insecure managing money, and three in four feel they only have enough money to survive, not thrive. The campaign positioned financial education as a brand value, leveraging Roblox to reach Gen Z with an entertainment-first experience that builds brand affinity while addressing a real audience need.

Solution

Fortune Island: Earn. Learn. Flex is a Roblox game developed by studio Karta in partnership with Chime, the No. 1 most loved banking app. Players progress through four interactive life stages—Saving, Budgeting, Investing, and Planning for the Future—each presenting real-world financial scenarios that teach money management skills, spanning educational milestones from early financial education for teens to investment strategies for those closer to retirement. The story-driven, social learning experience uses a tropical-themed setting to make financial education engaging and accessible to Gen Z players.

Results

e.l.f. Beauty became the first beauty brand to launch a financial literacy game on Roblox called Fortune Island: Earn Learn Flex, developed in partnership with Chime. The campaign demonstrated a novel engagement model combining entertainment and financial education through story-driven gameplay addressing Gen Z's financial interests, with first-weekend performance of 350,000+ visits and a 97% approval rating.