Dubai-based metaverse adtech agency, The GenX Media, has joined forces with UK company Dubit to introduce a new suite of immersive Roblox media products and services in the MENA and APAC regions.
Dubit, which has developed immersive Roblox campaigns for brands such as Adidas, Unilever, and H&M, offers a range of experiences, from single virtual activations within games to HD merchandise lines, awareness initiatives, and persistent world launches. This collaboration with The GenX Media provides brands and agencies in the MENA and APAC regions direct access to the UK studio’s cutting-edge Roblox marketing expertise with measurable results.
Andrew Douthwaite, Chief Commercial Officer of Dubit, said: “There’s a world of opportunity for brands on Roblox – that is still largely untapped. Many see it as a place to build games, which it is, but it’s also so much more: we view it as immersive social media.
“Brands are beginning to explore what’s possible and find new ways to engage with those traditionally harder-to-reach younger Gen Z audiences; we offer a suite of products and services that helps brands do this, driving real-world business value.
“We’re thrilled to join forces with Ravi and The GenX Media to bring these solutions to the MENA and APAC regions, where we’re already seeing huge demand.
Last year, Roblox surpassed TikTok as the platform where Gen Z spends the most time. With over 300 million monthly active users, this gaming and social media giant is increasingly becoming a key focus for brands seeking to engage younger audiences in an immersive environment.
Ravi Dutt, Co-Founder, The GenX Media, added: “Roblox provides a unique platform for brands to engage with younger audiences in an evolving social media landscape.
“By offering interactive and immersive experiences, they can connect with users in a way that traditional social media is unable to. Roblox’s global and regional reach allows for regional customization, ensuring content resonates with local cultures and preferences, thus solving the challenge of maintaining relevance across diverse markets.