Metaverse marketing: formats, examples and measurement

Metaverse marketing gives a brand a role in a shared digital experience: a place to explore, an activity to play or an item to wear. A useful metaverse marketing strategy starts with what people will do when they arrive. A logo on a wall is a placement. A character, quest or object that changes how people play needs a creative and production brief.

The term covers several platforms and formats. This guide uses Petrex's credited Roblox projects to explain the decisions behind them. Fortnite and VRChat appear as platform context; the examples here are Roblox work.

What belongs in a metaverse marketing campaign?

Start with the campaign objective, then choose how the audience participates. Product discovery might need a playable demonstration. An entertainment launch might need characters and a themed challenge. A fashion collaboration might give players something they can wear. The format should make that action easy to understand without requiring players to read a campaign explanation.

• A dedicated branded world gives the team space to design the whole player journey, with an operating plan for discovery, updates and support.
• An integration adds a brand moment to an existing game. The game owner's audience, mechanics and release calendar shape the scope.
• Avatar items and characters turn an IP or visual identity into something people can use or wear. Specify where the asset appears and how players obtain it.
• Creator content and advertising can bring people to the experience. Agree the distribution brief alongside the playable idea.

A campaign can combine formats. Decide which one carries the main objective before commissioning every possible asset. An integration may need new art and creator videos; an avatar item may support a longer activity rather than stand alone. Compare branded worlds, integrations and avatar UGC

Three examples, with the delivery roles clear

Catch the Drop: creative and distribution

MetaMate commissioned Petrex’s work on Catch the Drop. Petrex contributed strategy, creative direction, thumbnail production and commissioned influencer management, and created and revised the original 3D environment. Petrex also recommended Limited UGC and advised on the campaign. MetaMate handled client coordination and approvals. MetaMate developed the game, made further environment revisions and additions, and created the UGC assets, UI and in-game items. The scope of the campaign and the scope of the game build are separate responsibilities.

Case study · Catch the DropPetrex’s strategy, creative direction and commissioned campaigns for Catch the Drop.Petrex's marketing and creative contribution to Catch the Drop, developed by MetaMate. Read the full credits and separately dated result sources.Read the case

Strawberry Shortcake: characters and avatar items

Through Basket Entertainment, Petrex made Roblox-ready Strawberry Shortcake characters and avatar UGC for collaborations including Cake Off. A recognisable cast gave the collaboration its visual identity; wearable items gave players a way to express that identity on their avatars. Petrex's credited role is characters and UGC, rather than ownership of Cake Off.

Case study · Strawberry Shortcake × Cake OffFive Strawberry Shortcake characters and a run of avatar items for Roblox.See the characters and avatar items, the Basket Entertainment partnership and the IP credit.Read the case

Jurassic World Rebirth: art inside an existing game

The Jurassic World Rebirth campaign included an integration in Chained. Petrex made island cliff environments, a Quetzalcoatlus encounter, helper characters, chain designs and themed props. Chained belongs to the Chained team. The example shows how a brand's setting and visual assets can fit into a game that already has its own identity.

Case study · Jurassic World Rebirth × ChainedCliffs, a Quetzalcoatlus and amber for Jurassic World Rebirth in Chained.Read the integration asset scope and campaign-report measures with their source and time window.Read the case

Choose the platform before promising the mechanic

On Roblox, consider both the experience and the route into it. Roblox describes Ads Manager placements on Home and in Search, as well as in-game advertising formats. Paid discovery and a custom brand activation need different creative, permissions and measurement plans. Buying traffic does not answer whether the activity gives players a reason to stay. Roblox advertising documentation

Fortnite Creative and Unreal Editor for Fortnite support creator-made islands. Epic's Developer Rules cover their content, promotion and IP permissions. Use those rules while scoping an idea; check that the planned assets and promotion can be published before production begins. Epic's Fortnite Developer Rules

VRChat supports custom worlds built with Unity. Its world-creation documentation and community guidelines are starting points for planning a shared space. Decide what visitors do together, who runs the session and what happens in public instances. A platform's creation tools are not evidence that a particular agency has shipped work there. VRChat world creation · VRChat community guidelines

Write a metaverse marketing strategy and production brief

1. 1Name the campaign jobState the behaviour you want to encourage and why the intended audience would choose the experience.
2. 2Choose the player momentDescribe one action that connects the brand to play. Use it to test whether a world, integration or item is the right format.
3. 3Separate the responsibilitiesName the IP owner, game owner, art team, marketing team and approvers. Agree who publishes, updates and supports the activation.
4. 4Plan discovery and reportingSpecify the channels that bring people in and the events that show what they did. Confirm access with the game owner before promising a dashboard.

Include the launch window, available budget, asset rights, territories, languages and review points. Keep unknowns visible so the studio can resolve them before committing to a production scope. Use the activation brief checklist

Measure participation separately from exposure

An impression, a visit and a completed activity describe different stages. Choose a reporting window and denominator for each measure. Record the source and distinguish all-game figures from events specific to the campaign. Creator video views describe content exposure; they do not establish how many viewers entered the game or what the campaign caused.

• Discovery: where did players find the experience, and which source can report that?
• Participation: how many eligible players started and completed the defined brand activity?
• Depth: what did players do during the session, beyond leaving it open?
• Return: which starting cohort came back in the agreed period?
• Items: were items claimed, equipped or used? Count each action separately where data is available.

Roblox's analytics dashboard includes acquisition, engagement and retention reporting, with access controlled by ownership and permissions. Confirm available data with the game partner. These metrics describe behaviour; a claim about brand lift or sales needs its own research design and evidence. Roblox analytics dashboard documentation · Build a player-engagement measurement brief

What to ask a metaverse marketing agency

• ?Which parts of the relevant case did your team deliver, and which belonged to a partner?
• ?How will players discover the experience and understand the brand moment?
• ?Who approves the IP, publishes the work and maintains it after launch?
• ?Which results can you report, from what source and over what period?
• ?What needs to be agreed before you can quote the scope?

Compare metaverse marketing services by the work each team will own. Petrex's Roblox offer separates strategy, campaign marketing and art deliverables from partner-owned game development, with credited examples for each role. Roblox marketing and brand activations