Roblox has signed up to make Stardoll Media its exclusive global commercial advertising representative, bringing millions of boys and girls toegther – at least as far as marketers are concerned.
Here are the numbers explaining that perspective. Both focus on the tween market, but Roblox members are 87 percent male and Stardoll Media’s flagship Stardoll.com members are 94 percent female. Each taps into the free-to-play genre with games that enable creativity and self-expression within a shared social structure.
Roblox players create their own 3D worlds, using a variety of free and premium themes in a framework that adapts across a wide spectrum of computer skills. Its users created 5.4 million game worlds in 2011, spending more than 21 million in-game hours each month engaging with the site.
Stardoll.com has over 160 million registered users for its fashion-oriented game activity. According to its parent company, Stardoll.com and Roblox combined have more than 30 million monthly unique visitors and over 2 billion monthly page views.
“We are excited to partner with Stardoll Media to increase the monetization of our expanding audience,” said David Baszucki, CEO of Roblox. “With the leading site for young males and leading site for girls coming together, we look forward to seeing this unprecedented reach give brands the opportunity to engage with new audiences.”
Chris Seth, general manager and executive vice president of Stardoll Media, said: “Together, our media brands offer marketers unparalleled reach into teens and tweens worldwide, and a team that really understands how to create communications solutions that deliver a lasting return on marketing investment.”
In addition to standard IAB and video placements, Stardoll Media creates branded experiences like fan clubs, custom boutiques, online games, virtual gifts, contests, events and original video content for a range of entertainment and Fortune 500 companies. It is backed by Sequoia Capital and Index Ventures.