How to Create a Virtual Economy on Roblox

A virtual good is a digital item that a brand can create and sell in the Roblox Marketplace or experience. This includes a wide range of items, from avatar bodies and heads to clothing and accessories to bundles and hairstyles.

With 18 million visitors to Roblox Marketplace each day,* and the average user owning 34 virtual goods,** the virtual economy is vibrant and bustling. In this dynamic landscape, branded virtual goods stand out as a powerful way to connect with new and existing audiences. These items serve as expressions of individual identity, transcending across various Roblox experiences, often leaving a lasting impact for years after the initial purchase.

Taking cues from people expressing their fandom or brand affinity IRL, brands have embraced virtual goods to drive excitement and engage their communities. And with Limiteds, which are limited-edition virtual goods, brands can drive awareness, conversions, and scarcity. 

• Harnessing the economic opportunity of virtual goods
• Creating branded avatar items, event merch, and more
• Designing items that resonate with your community

Shopping is a huge part of the experience on Roblox, particularly for Gen Z users who stand out as the top spending age group.* According to a recent study, more than half of Gen Z users (56%) say that styling their avatar is more important than styling their physical selves.** And, in the first three quarters of 2023, there were 165 billion avatar updates — and 1.6 billion digital clothing items and accessories sold.** 

In parallel with the physical world, people on Roblox actively personalize their avatar, express their identity, and dress for different occasions, events, and moods. They also wear virtual goods to build community around and show loyalty to their favorite or newly discovered brand, sports team, artist, or talent.

In a recent study, 3 out of 4 Gen Z respondents said it's at least “somewhat” important that their digital fashion is from a recognized brand, while nearly half (47%) said it’s “very” or “extremely” important.** This translates to a significant opportunity for brands to create items that the community will not only discover but wear and love.

Build a strategy to engage with a devoted fan base and reach new people with a catalog of virtual items, clothing, and accessories for every season, mood, or trend.

Tailored for devoted fan bases, events, or concerts, merchandise refers to virtual goods that people can wear to show their support and spirit for brands and artists. Brands can use merchandise to:

• Create urgency and FOMO with limited-edition virtual goods (known as Limiteds)
• Boost brand visibility and recognition
• Increase engagement with exclusive merch drops

Layered clothing refers to 3D apparel and accessories that are compatible with almost any avatar and blend effortlessly with other layered clothing items. Layered clothing can help brands:

• Craft unique virtual goods
• Elevate brand identity
• Enhance expression and allow more creative license

These virtual goods are distributed through giveaways or as prizes, often in exchange for participation in experiences. With promotional items, brands can:

• Incentivize and reward engagement
• Generate excitement by giving people something they can show off to friends

Bundles are virtual goods packages that feature curated looks, including body parts, faces, or accessories and a range of skin tones and body types. Bundles help brands:

• Deepen virtual identity, allowing people to be whoever they want
• Strengthen brand loyalty
• Reach new audiences, as avatars will show off your branded bundle across multiple Roblox experiences

In this thriving ecosystem rife with competition, brands that create items that resonate with their community and reflect their values in an authentic way will make a lasting impact.

Brands ready to begin crafting a strategy that suits their unique style can follow these first steps:

1. Partner with a developer.

2. Get to know the basics of listing your virtual goods for sale.