Paris Hilton's Roblox Venture 'Slivingland' Equates to $60M Ad Campaign, Attracts Over 3.2M Users
Summary:
Paris Hilton's latest Roblox venture, "Slivingland," attracted over 3.2 million users between August 2023 and February 2024, equivalent to a $60 million traditional advertising campaign, according to a report co-authored by Hilton’s 11:11 Media and metaverse research tank GEEIQ. It is the latest in a series of Hilton’s ventures into the metaverse, following the successful launch of “Paris World” in Roblox in October 2021, and the launch of a romantic metaverse on The Sandbox. Hilton’s Slivingland also saw nearly half a million emotes sold on the platform in the final two months of 2023.
Between August 2023 and February 2024, "Slivingland", the latest Roblox venture by business tycoon Paris Hilton, attracted over 3.2 million users. The creation by Hilton's 11:11 Media and metaverse study think tank GEEIQ, equivalent to a $60 million conventional advertising campaign, as detailed in their joint report. The report of 42 pages looks into metaverse advertising trends via the Roblox perspective, a popular gaming platform with more than 71 million active daily users by the end of 2023. Roblox announced a 26% increase in yearly revenue for 2023, yielding a total of $2,799.3 million.
The advertising value of Slivingland amounted to about 2.6% of Roblox's total media equivalency earned in 2023. A highly successful TikTok campaign was highlighted as a significant factor in driving sales. Slivingland is constructed as a perennial entertainment center for fans of Paris worldwide. Primary aspects of the experience include fashion, avatar customization, and personal expression, all of which are paramount to Roblox's brand success and crucial to Paris's community.
From October to December 2023, close to half a million emotes from Hilton's Roblox experience in Slivingland were reportedly sold on the platform. The emotes were priced at 100 Robux (Roblox's in-game currency) each, which approximates to $1.25, depending on the purchasing method adopted by the player. However, it's not stated what percentage of the revenue Hilton received from Roblox.
Paris World, launched on Roblox in October 2021, was Hilton's initial involvement with Roblox. In a subsequent conversation with CNN, she self-stylized as the "Metaverse Queen" and confessed to being a secret technology enthusiast.
Recent news from Cointelegraph stated that Hilton's 11:11 Media and a16z, from Andreessen Horowitz, were significant contributors to the $54 million funding raised by Story Protocol, a blockchain-based intellectual property ownership network, in September 2023.
Furthermore, Hilton introduced a romantic metaverse on The Sandbox just before Valentine's Day 2023. Termed "Parisland", it was promoted as a blend of a virtual dating experience and an actual dating show. The Sandbox's revival has been powered by collaborations with big brands, music artists, and DJs creating metaverse experiences.
Published At
3/15/2024 9:30:00 PM
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