WPP has announced a significant global partnership with Roblox, a leading immersive gaming and creation platform, aimed at unlocking the potential of immersive media and gaming for brands worldwide.

This partnership builds on several years of collaboration, focusing on interactive 3D brand content and advertising. By leveraging Roblox as a new media channel, WPP aims to enhance its agency teams’ and brands’ expertise in engaging with consumers in this rapidly evolving landscape, the WPP said in a press statement.

Immersive platforms like Roblox have captured the attention of Gen Z, a demographic that spends millions of hours daily in digital environments. The partnership positions WPP to guide brands through the dynamic media landscape, utilizing gaming—a fast-growing channel for reaching Gen Z—to create new consumer engagement opportunities.

With nearly 80 million daily active users on Roblox, the collaboration encompasses a wide range of initiatives. These include hosting Roblox sprint days, establishing a joint advisory council to advance 3D measurement, and providing education on the Roblox platform. The goal is to push the boundaries of creativity within the Roblox ecosystem like never before.

As part of this partnership, WPP and GroupM, its media investment company, will join the official Roblox Partner Program, working directly with Roblox to build a long-term measurement advisory relationship. This collaboration aims to set new standards for 3D environments and immersive media, enabling WPP’s creative agencies to utilize Roblox’s platform as a creative engine and collaborate with Roblox creators.

Additionally, WPP and Roblox will pilot a first-of-its-kind certification program for marketers, designed to deepen their expertise in the platform’s ecosystem. This multi-module training course will be developed for both creative and media agencies, with WPP team members being the first to receive certification.

This partnership builds on a foundation of successful projects that WPP and Roblox have developed together for global clients, including adidas, Church & Dwight, Danone, Nickelodeon, and Paramount. Moving forward, WPP and Roblox will host client sprint days, where experienced Roblox community creators, developer studios, and agency strategists will collaborate to create unique activations in a single business day.

Rob Reilly, Chief Creative Officer of WPP, emphasized the significance of the partnership, stating, “Roblox is an amazing platform for brands to engage creatively with a young, expanding, and valuable audience. By merging WPP’s creative firepower with Roblox’s innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers. Buckle up.”

Stephanie Latham, VP of Global Brand Partnerships and Advertising at Roblox, expressed excitement about the collaboration, saying, “We’re thrilled to partner with WPP to push the boundaries of brand creativity on Roblox. This alliance will enable brands to harness our platform’s unique capabilities and connect with our incredible community, driving forward new standards in immersive media and delivering exceptional experiences for a diverse and engaged audience.”

Andrew Meaden, Global Head of Investment at GroupM, added, “Roblox has redefined how young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement, and brand engagement in virtual worlds, helping our clients navigate this exciting new frontier.”