Brands on Roblox reach players in two ways: they buy Roblox ads, or they build something playable, either their own world or a takeover of a hit game. The playable route leaves the clearer trail of results. Below are ten games from Chipotle, McDonald's, the NFL and others with sourced figures, plus how Roblox ads are priced.
Our library holds 50 brand projects on Roblox. We kept the ten with the best-documented outcomes across food, fashion, beauty, retail, sport and film, and grouped them by format. Most figures come from the brand, its agency or the developer, so read them as self-reported.
How do brands show up on Roblox?
The audience is large: 123 million daily active users in the second quarter of 2026, up 10% year on year (Roblox Q2 2026 results, 30 July 2026). Brands build their own experience (an obby, or obstacle course; a tycoon, where you grow a business; a sim; a hangout with mini-games), move into a game players already use, hand out avatar items, or buy ads such as rewarded video, billboards and portals listed by Roblox for Brands. The first two routes are games; ads are media, a split we unpack in advergames vs in-game advertising.
Obbies: run the course, keep the reward
Froot Loops World — Froot Loops (2021)
Agency: Leo Chicago & Allison Worldwide; later biomes by Playerthree · Mechanic: Obby (arcade & action) · Platform: Roblox (in-game)
Players get in through a QR code on the cereal box or a ring portal dropped into three popular Roblox games. From a hub they pick a biome, one colour per ring, and run obstacle courses to recover missing rings, earning abilities and outfits. Froot Loops kept adding biomes.
Result: 27.4% sales velocity growth, 6 million impressions a day from the portal stunt, and 60% of children calling Froot Loops a fun brand (WARC, 9 August 2023). Playerthree counts over 8.3 million visits (Playerthree).
Godzilla X Kong Obby — Warner Bros. (2024)
Agency: The Gang (developer) · Mechanic: Obby · Platform: Roblox
A trailer you could play. Players watched a teaser, were pulled into Hollow Earth and ran a course with Suko the Mini-Kong, collecting crystals that paid out free limited avatar items, before a cave sprint and the full trailer (Marketing Dive). Warner Bros. and Legendary opened it in March 2024, about two weeks before the film; it is no longer live.
Result: 7,576,085 visits and a 94.649% rating (Rolimons). Sessions averaged about eight minutes, and in a survey a vast majority of players said they were more likely to see the film (The Future Party).
Restaurant and store sims: work the counter
Burrito Builder — Chipotle (2022)
Agency: not named in Chipotle's release · Mechanic: Restaurant sim (simulation & strategy) · Platform: Roblox
Launched on National Burrito Day, 7 April 2022, it puts players behind the counter of Chipotle's original 1993 restaurant, dragging ingredients onto a tortilla and rolling it before the timer runs out. Each burrito earns Burrito Bucks; the first 100,000 players could trade them for a real entrée code (Chipotle).
Result: the codes went in 30 minutes and the game logged 1.1 million gameplays in under 24 hours; launch day was one of Chipotle's top ten reward enrolment days and its highest promo-code redemption day (Metakey). The Rolimons tracker logs a launch-day peak of 25,918 players at once (Rolimons). In March 2025, an in-game premiere of Chipotle's short film Unfolded gave away 50,000 free burritos in its first hour, says partner Super League.
IKEA used the same shift-work loop to recruit. The Co-Worker (2024) drew more than 178,000 applications for ten paid virtual roles, and the studio reports a 50% rise in real-world job applications (The Gang); we cover it in a separate case study.
Tycoons: build a business, come back to grow it
Super NFL Tycoon — NFL (2023)
Agency: Gamefam · Mechanic: Tycoon (adventure & quest) · Platform: Roblox
Players build a franchise, stadium included, brand it with a favourite team, and clear quests and mini-games for official NFL avatar gear. Around Nickelodeon's Christmas Day broadcast and Super Bowl LVIII, a quest chain ran across six Gamefam games, with trivia questions predicting the match outcome.
Result: across the whole six-game quest campaign, not Super NFL Tycoon alone, 75M+ visits over 29 days, 985M+ total gameplay minutes, 5.4 million quests completed and 210K virtual merch items redeemed (The Drum).
e.l.f. UP! — e.l.f. Cosmetics (2023)
Agency: eGEN (Roblox strategy lead) · Mechanic: Tycoon (mini-games) · Platform: Roblox
Players start with an empty plot and grow a business: make products, serve customers, hire staff and add floors, each a shop built around an e.l.f. product. Free limited avatar items drop in waves, and since mid-2024 an in-world kiosk sells real e.l.f. products with a matching digital item.
Result: 22.1 million lifetime visits as of 11 April 2025 and a 96% approval rating (e.l.f. Beauty). eGEN reports 1M+ UGC redemptions, tens of thousands of loyalty programme sign-ups and 25+ updates in 18 months (eGEN).
Hangouts with mini-games: a place to return to
McDonald's LAND — McDonald's (2023)
Agency: Digitas and Publicis Play; built by DeuSens · Mechanic: Hub with mini-games · Platform: Roblox
Made for Latin America, it is a cluster of floating islands built from the four items of the McCombo Pro menu. A central island holds a McDonald's restaurant and a timed car circuit; the others hold parkour courses, a snowboard run and a bubble ride down a soda river. Coins buy themed wearables, and players who moved to the McDonald's app got exclusive rewards.
Result: more than 430K visits, 37K+ McCombo Pro orders and a 55% sales increase through the McDonald's app, with users in more than 10 Latin American countries (DeuSens). More restaurant chains' games are in our fast food games round-up.
In Italy, McDonald's The Crispy Tattoo Island (2023) let players tattoo their avatars and enter a selfie contest: over 7,000 people took part, with over 81,000 island visits and over 6,000 selfies (Brand News, 25 May 2023).
Vans World — Vans (2021)
Agency: The Gang · Mechanic: Skatepark world · Platform: Roblox
A permanent skatepark where players pull tricks for score and currency, customise real Vans shoes and build boards. Updates since the September 2021 launch have followed Discord feedback, among them a BMX mode in early 2022 (The Drum).
Result: 100 million visitors by July 2023, per The Drum. The Gang reports 132M+ visits, 1B+ minutes played and a 91% rating, with under-13s behind 53% of hours (The Gang).
Holiday Dash — Amazon (2023)
Agency: The Gang · Mechanic: Mini-games · Platform: Roblox
Amazon brought its mailed Holiday Kids Gift Book to Roblox: players land in a forest lobby. Racing mini-games, such as the sled race Downhill Derby, pay out tickets for Boxheads avatar items, and every two weeks players vote on which new item gets made.
Result: 7.7M+ visits in three months, 30.8M votes and 778K UGC items claimed. The 2024 sequel, opened by QR codes printed in the book, drew 15.7M+ visits in five months, with the book reaching 32M+ households (The Gang).
Takeovers: moving into a game players already play
A brand world must find its own players; a takeover borrows them. Gamefam's 2025 report found the top 10 brand integrations in existing games drew twice the impressions of the top 10 brand games (MediaPost, 31 December 2025); Gamefam sells integrations.
Club World Cup Takeover in Super League Soccer — FIFA (2024)
Agency: Gamefam · Mechanic: Racing & sports · Platform: Roblox
FIFA moved into Gamefam's football game. In November 2024 the real Club World Cup trophy appeared in-game days before its real-world reveal; in June 2025 the game became a tournament companion, with 13 real clubs, official branding and a live bracket fed by real results.
Result: 20 million gameplay sessions and 5.5 million hours in June–July 2025, with 61% of surveyed players saying it made them plan to watch. FIFA then renamed the game FIFA Super Soccer, its official Roblox experience (FIFA, 19 December 2025).
Virtual Kids Workshops — The Home Depot (2023)
Agency: BBDO · Mechanic: Store sim · Platform: Roblox
Inside the role-play game Redcliff City RP, players entered a Home Depot store, picked one of three DIY projects, gathered materials from the aisles and built the piece to use around the city. The build area needed a code handed out at the retailer's real in-store Kids Workshops. The activation marked 25 years of those workshops, a milestone we cover in our company anniversary guide.
Result: 7 million users entered the activation (Adweek), and it was named a 2024 Webby Honoree (Webby Awards).
The ten at a glance
| Game | Brand | Year | What it did | Result |
|---|---|---|---|---|
| Froot Loops World | Froot Loops | 2021 | Obby entered from the box | 27.4% sales velocity growth |
| Godzilla X Kong Obby | Warner Bros. | 2024 | Playable trailer | 7,576,085 visits |
| Burrito Builder | Chipotle | 2022 | Burritos for real entrée codes | Codes gone in 30 minutes |
| Super NFL Tycoon | NFL | 2023 | Tycoon with cross-game quests | 75M+ visits in 29 days (whole campaign) |
| e.l.f. UP! | e.l.f. Cosmetics | 2023 | Beauty business tycoon | 22.1 million visits |
| McDonald's LAND | McDonald's | 2023 | Menu islands tied to the app | 37K+ combo orders |
| Vans World | Vans | 2021 | Permanent skatepark | 100 million visitors by July 2023 |
| Holiday Dash | Amazon | 2023 | Gift-book QR into mini-games | 7.7M+ visits in three months |
| Club World Cup Takeover | FIFA | 2024 | Football game takeover | 20 million sessions |
| Virtual Kids Workshops | The Home Depot | 2023 | Store inside Redcliff City RP | 7 million users |
Left out: Chipotle (gameplays), FIFA (sessions) and The Home Depot (users), which reported other measures than visits.
Roblox advertising: what you can buy and what it costs
Ads Manager is Roblox's self-serve tool. Ads run as thumbnails on the Home page and in search; you set a daily or lifetime budget, Roblox sets the bid, and reports show your average cost per play. There is no published rate card, and the minimum purchase is one ad credit (Roblox Creator Hub).
Takeovers get a new cost. Ad integration campaigns starting on or after 1 January 2027 pay Roblox per 1,000 qualified visits: US$1.50 for US visits in the first 28 days, less elsewhere, then a flat US$0.10, capped at US$400,000 per campaign in 2027. Brands labelling their own assets in games they own are exempt from the fee (Roblox Creator Hub).
Roblox ad rules: labels and under-13s
Content made for pay, or pushing an off-platform product, counts as an ad. It must be registered in Ads Manager and carry Roblox's ad labels, even when you promote your own content in your own game, and Roblox recommends submitting it at least five days before launch. Rewarded video may only go to users 13 and older (Roblox Creator Hub).
Of users who have age-checked, 35% are under 13, 38% are 13 to 17 and 27% are over 18 (week to 30 June 2026, Roblox Q2 2026 results). Roblox said in April 2026 it would open under-13s to advertisers, and the terms reported in June are narrow: direct deals only, no programmatic, no rewarded video, clear labels, with SuperAwesome as exclusive partner (AdExchanger, 4 June 2026).
What the strongest examples share, and when to skip Roblox
- A real-world counter. The cases with business numbers tied play to something outside Roblox: entrée codes, app orders, workshop codes, job applications. Visits measure reach, not sales.
- A planned way in. Froot Loops had box QR codes and portals, Amazon a printed gift book; FIFA and Home Depot borrowed existing audiences.
- Updates as a budget line. Vans has kept updating its world since 2021, and e.l.f. shipped 25+ updates in 18 months. A world nobody updates runs out of reasons to return.
Skip Roblox, or keep to a takeover, when there is no budget to run the world after launch, when your buyer is an adult with no reason to be there, or when the goal is an off-platform action by young children, which brings in the ad rules above. A short window, such as a film release, suits a trailer-style obby like Godzilla X Kong. For Epic's platform, see brands in Fortnite.
FAQ
How much does it cost to advertise on Roblox?
Roblox publishes no rate card. In Ads Manager you set a daily or lifetime budget, Roblox sets the bid, and reports show your average cost per play; the minimum purchase is one ad credit. From 1 January 2027, brand integrations in other creators' games also pay Roblox up to US$1.50 per 1,000 qualified US visits, with each campaign capped at US$400,000 in 2027.
Is Roblox actually adding ads?
Yes. Ads Manager places ads on the Home page and in search, and experiences can carry rewarded video, billboards and portals that teleport players into another game. Roblox is also opening under-13s to a limited set of ads, through direct deals only (AdExchanger, June 2026), and branded content inside games must carry Roblox ad labels.
How good is Roblox advertising?
The Roblox docs we checked publish no performance benchmarks, so judge it by what brands report. The strongest results come from games, not ad units: Froot Loops World reported 27.4% sales velocity growth and McDonald's LAND 37K+ combo orders. Ads work best as a doorway into play, as Froot Loops' portals were.
Is Roblox for kids, and can brands advertise to them?
Roblox skews young but not only young: of age-checked users, 35% are under 13 and 27% are over 18 (week to 30 June 2026). Ads can reach under-13s only through direct deals, with no rewarded video and clear labels, and branded worlds must label their ad content. Our in-game section shows how brands built for this audience.
Every brand game on Roblox in our library, with what each one reported, is in the Roblox collection. More brand worlds sit in our in-game worlds collection; if you built a Roblox game we have missed, send it to us.