Vans has become a standout success story in the metaverse, with its virtual skatepark and skate shop, ‘Vans World’, on the gaming platform Roblox. In Vans World, players can skate, compete in challenges, and collect points to customize their avatars with outfits and skateboards. The experience was created in collaboration with The Gang, a game developer known for creating metaverse experiences for major brands like Gucci and Amazon.
Vans’ presence on Roblox allows the brand to connect with a young, digitally savvy demographic that finds self-expression and community in virtual spaces. According to data from Roblox, customization is crucial for users, with nearly half of them saying that dressing their avatars allows them to express their individuality and feel good about themselves. Regular updates and collaborations have also kept players engaged in Vans World, including a recent collaboration with Gucci that was nominated for the Roblox Innovation Awards.
Lizzy Yao, director of global brand marketing at Vans, believes that the success of Vans World is a lesson in understanding the new generations who will increasingly express themselves online. Vans aims to empower these creators through skateboarding, music, art, design, and fashion. Yao also emphasizes the importance of blurring the lines between the digital and physical worlds in their marketing approach.
While some industry giants have scaled back their metaverse plans, the growing market continues to see investments. Roblox, with 66.1 million daily active users, is a significant driver in this growth. The age demographic on Roblox is expanding beyond users aged 13 and under, attracting a diverse range of users looking for self-expression and the freedom to create different digital identities.
In conclusion, Vans’ success in the Roblox metaverse demonstrates the power of immersive brand experiences and the potential for reaching and engaging audiences in the virtual world. By embracing the metaverse, brands can tap into the creativity and self-expression of young consumers and forge meaningful connections with their target demographics.
– The Drum