Roblox Paris Hilton's Experience Has Produced IDR 942.1 Billion Advertising

JAKARTA - Paris Hilton, dubbed the Queen of the Metaverse, has managed to sell nearly half a million emotes on Roblox thanks to a viral campaign on TikTok.

Roblox's latest experience by media mogul Paris Hilton, "Slivingland", has been visited by more than 3.2 million users during its launch period between August 2023 and February 2024.

According to a report co-authored by Hilton's 11:11 Media and metaverse research institute Geeiq, this exposure rate is equivalent to a traditional ad campaign worth US$60 million (Rp942.1 billion).

The 42-page report discusses the state of metaverse advertising through Roblox's lens, a metaverse gaming platform that has more than 71 million daily users in Q4 2023. Roblox reports annual revenue of US$2.7 billion for 2023, up 26% year-on-year.

Contribution To Roblox Ad Revenue

Overall, the equivalent value of Slivingland's ads accounts for about 2.6% of Roblox's total media equivalent value in 2023. The report states that the synergy of TikTok's viral campaign also encourages emote sales.

'Slivingland is designed as a timeless entertainment center for Paris fans around the world. Of course, fashion is a major feature of this experience. avatar customization and self-expression are key to the success of the Roblox brand and this is also important for the Paris community," the report reads.

Hilton's Roblox Slivingland experience has reportedly sold "almost half a million" emotes on the platform over a two-month period at the end of 2023. Each emote is worth 100 Robux (the real currency of the platform). Depending on how Robux players are purchased - with the subscriptions available to compensate for part of the initial cost - 100 Robux worth about $1.25. It's unclear what percentage Hilton receives from Roblox.

This isn't Hilton's first attempt at Roblox. In October 2021, she launched "Paris World" on Roblox. In a subsequent interview with CNN, she referred to herself as "Queen of Metaverse" and said she had always been a "hiddenner."

Recently, Hilton's 11:11 Media and Andreessen Horowitz were among the investors behind the $54 million fundraising (Rp847.9 billion) for blockchain-based intellectual property ownership network Story Protocol, in September 2023.

He also launched a romance-themed metaverse on The Sandbox on Valentine's Day 2023 time. Named "Parisland", this experience is described as "Virtual Reality (VR) dating experience combined with reality dating shows."