Kingdom Of Essentia
View the case- Brand
- Cosnova
- Year
- 2024
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Jung Von Matt/next
Objective
essence, cosnova's Gen Z-focused cosmetics brand, wanted more than another campaign burst — it wanted a foothold where that audience already spends its time. Working with Jung von Matt NERD and its tech unit ALFR3D, the brand built a permanent home inside Roblox alongside its existing TikTok and Twitch presence, using the story to carry its message of openness and anti-bullying support while laying the groundwork for long-term community ties, social commerce and future monetization.
Solution
Players land on Frosty Falls, a snowbound island where a force called Evil Gray has drained the kingdom of color. To bring the color back, they collect essence-coins in two mini-games, Color Splash and Frosty Hover Rush, then spend them upgrading their own plot on the island and customizing their avatar; staying active earns free limited-edition UGC pieces that stay in the player's Roblox wardrobe once the session ends. Coming back later unlocks Sunshine Shores, a summer island that starts as an empty beach — players build sandcastles to unlock new designs, visit a juice bar modeled on the Juicy Bomb line, sail between islands, adopt pets and hang out with friends, guided by a glowing lighthouse keeper named Solara. A third island, Blooming Gardens, adds a garden to plant and seasonal quests like a peach hunt. Since a March 2026 update the islands connect in one seamless world, and US players can also shop real essence cosmetics through an in-game Shopify store that unlocks exclusive in-game rewards.
Results
Within 10 days of launch the experience drew 1 million visits with an average 15-minute session, and all seven free limited UGC collections were claimed out. Visits hit 3 million by day 50, and by January 2025 the world counted 483,549 monthly active users, an 11-minute average session, a 96% approval rating and over 46,000 Roblox group members. By June 2025, just before the second island launched, lifetime visits reached 6 million with 90 cumulative years of play time and 10-minute average sessions; by September 2026 totals stood at 20.8 million visits and 73,700 favorites.
- 1
The experience is listed on Roblox as "[🍃FREE UGC] Kingdom of essentia Tycoon," a storefront name that promises free limited-edition items to draw the click. Players enter the kingdom of Essentia, where a force called Evil Gray — representing negativity, intolerance, and bullying — has drained the world of color, and the goal is to help restore it. Brand mascot Lash Princess acts as guide, leading players through objectives and explaining the premise.
- 2
The first playable zone is the snowy island Frosty Falls, where players run two mini-games — Color Splash and the racing game Frosty Hover Rush — to earn essence-coins while bringing color back to the area.
- 3
Coins fund a tycoon-building loop: players tap purchase buttons on their own plot to construct and expand their holdings over time.
- 4
Currency also buys cosmetic upgrades, letting players customize their avatar with items themed to the essence brand.
- 5
Participation earns free limited-edition UGC items that are added to the player's Roblox inventory and persist outside the game.
- 6
A ticket-icon button opens a Codes panel where players type a promo code into an entry field and redeem it for coins, diamonds, or a boost.
- 7
Players travel between islands by boat, and can group up with friends in a party or raise pets along the way.
- 8
A second island, Sunshine Shores, starts players on an empty beach where they build a sand castle and unlock new building designs, guided by Solara, a glowing lighthouse keeper whose beacon leads the story of restoring the island after the Grey's arrival; the island also includes a juice bar and fruit-themed locations modeled on the essence Juicy Bomb lip gloss line.
- 9
On the island Blooming Gardens, players plant seeds and tend a growing garden through daily tasks, and seasonal events add themed quests — such as hunting for hidden peaches — that reward limited items like a peach plant, a knit cardigan, or a bubble-tea backpack.
- 10
Following a March 27, 2026 update, players move seamlessly between all three islands, and in the US can buy physical essence cosmetics through an in-game Shopify storefront, receiving an exclusive in-game item with purchase.
