Gamefam Closes Successful FY2024 & Releases Annual Report on State of Brands on Roblox & Fortnite

Written By Kenneth Mintz

Amid record year for activations on Roblox and Fortnite from brands, Hollywood studios and talent, Gamefam solidified itself as most successful developer and strategist in helping them reach Gen Z & Alpha

LOS ANGELES, DEC. 19, 2024 – Gamefam, the leading metaverse media company for Gen Z & Alpha communities, today unveiled its second-annual “State of Brands on Roblox and Fortnite” report, while also highlighting the company’s key business results from FY2024 that propelled it to become the #1 fastest-growing private company in the media industry on the 2024 Inc. 5000 list. 

With Roblox and Fortnite exploding in popularity and their corresponding rise in meaningful advertising and marketing opportunities, 2024 proved to be a crucial year for brands, Hollywood studios and talent to think strategically and leverage these platforms to engage younger generations. As brand marketers become more familiar with activating on Roblox and Fortnite, Gamefam has led the charge in helping them shift their thinking from just showing up to building programs that generate measurable scale and impact. 

Gamefam continued to lead with their development of fan-favorite standalone brand games, holding claim to five of the top 15 brand games of all time on Roblox. At the same time, Gamefam continued to generate tremendous return-on-investment for brands with custom integrations and activations within its portfolio of the most popular Roblox and Fortnite games that maintain massive player bases, generating 2.7 billion brand engagements in 2024 via this approach. 

Gamefam’s strategic vision for brands and ensuing success have led to a sea change with over 400 brands activating on Roblox to date, nearly doubling last year’s total and showing a 560% increase from 2022. Similarly, Fortnite saw massive brand interest with a 330% increase since 2022 in the number of brands that created games or integrations on Fortnite.

“Roblox and Fortnite are the preferred media platforms for Gen Z & Alpha, and brands need to have a metaverse strategy in order to retain and gain cultural relevance with the younger generations,” said Joe Ferencz, CEO & Founder at Gamefam. “With over half a billion monthly active users across Roblox and Fortnite, the time for brands to be on these platforms is now or they risk falling behind the competitors who are moving quickly to establish share of voice, mind and heart with today’s most valuable consumers and fans.”

Gamefam’s 2024 achievements include:

  • Topping the Charts and Reaching New Milestones with Hit Roblox Games: Gamefam was the developer and operator behind four of the top 10 brand games on Roblox (by total visits in 2024) including Mattel’s Barbie DreamHouse Tycoon (#1 brand game on Roblox in 2024), SEGA’s Sonic Speed Simulator (#2 in 2024, #1 brand game on Roblox of all time), Paramount’s SpongeBob Simulator (#8 in 2024), and Paramount’s TMNT Battle Tycoon (#9 in 2024). During the year, Gamefam’s Sonic Speed Simulator became the first brand game ever on Roblox to cross 1 billion visits. 

  • Maximizing Cultural Moments (like the Super Bowl) Through Roblox: Building on our Super Bowl LVII success (#1 Roblox concert of all time), Gamefam again partnered with the NFL and brought them together with Paramount to launch a five-game Super Bowl LVIII quest on Roblox. The NFL and Paramount reached the next generation of football fans as this 30-day activation became the #1 multi-game brand event on Roblox with over 75 million total visits and 985 million minutes of brand engagement. 

  • Bringing the Box Office & Streaming to the Metaverse: Gamefam worked with studios behind movies and shows to promote their content to millions of players on Roblox and Fortnite before, during and after their global premieres. Specifically, Gamefam worked with Sony Pictures to build a 4-game takeover on Roblox for The Garfield Movie, resulting in the biggest multi-game movie campaign on Roblox with 31 million visits. Additionally, Gamefam partnered with Paramount to develop the first playable story to promote the new Teenage Mutant Ninja Turtles streaming series on Paramount+. Gamefam developed other unique integrations and experiences for all of the top studios, for movies including Sony Pictures’ Ghostbusters: Frozen Empire, Disney’s Inside Out 2 and Disney’s Moana 2. 

  • Rocking on Roblox: Following last year’s success with Saweetie’s Super Bowl LVII concert (#1 Roblox concert of all time) and Cher’s holiday album launch activation, Gamefam continued to jam out with Gen Z & Alpha in the metaverse. In 2024, Gamefam and Warner Music Group teamed up again to bring seven-time Grammy winner Coldplay to Roblox for the first time with a multi-game takeover to celebrate the launch of the band’s new album Moon Music. The campaign resulted in 25+ million visits and 295 million minutes of brand engagement, equivalent to listening to Moon Music 6.7 million times. 

  • Helping Brands Achieve Scale on Roblox and Fortnite: In 2024, Gamefam worked on over 60+ campaigns and games. Gamefam launched the first official Roblox game for Nickelodeon’s SpongeBob SquarePants, teamed up with gaming icon and legendary streamer Ninja for his first-ever Fortnite game takeover in Gamefam’s popular Infinite ZoneWars 2.0, and created integrations for countless brands including Samsung, Moose Toys, Skechers, Lego, FIFA and Spin Master.

In recognition of the company’s trailblazing work, Gamefam was honored with 30+ prestigious awards in 2024. 

Roblox and Fortnite Again Dominated Social Media and Kids' TV in 2024

For the past few years, Roblox and Fortnite have been solidified as the preferred platform of choice for Gen Z and Alpha, with users spending 144 minutes per day on Roblox compared to TikTok (112 minutes per day) and YouTube (70 minutes per day).1 This year, Roblox exploded to more than 89 million daily users (29% increase YoY) and was an instrumental tool for brands looking to reach Gen Z and Alpha.2 Brand games on Roblox accumulated over 1.4 billion visits with 15.8 billion minutes spent in these games.3 This is especially meaningful at a time when traditional kids’ TV ratings have collapsed up to 90%.4 

While this space is still new, brands are already learning about what is working most effectively for them. In 2024, there was a shift in brands building integrations rather than standalone games. For all brands, especially IP that is non-endemic to gaming, integrations allow them to reach communities of millions of players in the leading games on Roblox and Fortnite, delivering meaningful and active engagement at scale. This year, 57% of brands built integrations, and 43% built standalone experiences whereas in 2023, 37% of brands built integrations and 63% built standalone experiences. The 20 percentage point increase in brands building integrations proves marketers understand activations within popular games deliver immediate value. 

Ricardo Briceno, Chief Business Officer at Gamefam, said: "The shift toward integrating into popular games with millions of daily users, rather than building standalone experiences, makes sense because brands are recognizing the value of reaching players where they already hang out. By embedding themselves into these vibrant communities, brands not only create meaningful, authentic engagement but also secure their long-term connection with the generations shaping today’s culture and tomorrow’s discretionary spend."


More Brands Will Turn to Roblox and Fortnite in 2025

With more than 1,000 total brand games and campaigns from 500+ unique brands appearing on Roblox and Fortnite to date, expectations for 2025 are higher than they have ever been. As marketers now understand their audience-building and engagement potential, Gamefam expects to see a bigger influx of investment from brands on these platforms. 2025 will offer a breakout opportunity for sports properties and brands that are non-endemic to gaming across spaces like consumer packaged goods, food and beverage, restaurants and technology, among others. Early predictions for the rest of the decade continue to be highly positive, with the metaverse as a whole projected to have over 2.6 billion users by 2030.5

Here are Ferencz’s hot take predictions on how the Roblox and Fortnite will impact the marketing and media world as well as broader culture:

  • “Roblox will become equally important to YouTube and TikTok for Hollywood movie marketing, specifically as in-game integrations like Fandango start offering a direct purchase funnel with strong measurable impact.” 

  • “2025 will be when in-game advertising on Roblox becomes a must-have piece of the media plan  for every Fortune 100 brand looking to reach Gen Z and Gen Alpha consumers.” 

  • “Roblox will break 500 million monthly active users in 2025, on its way to 1+ billion by 2030.”

  • "In 2025, one or more of the big four US sports leagues (NBA, NHL, MLB, NFL) will use Roblox or Fortnite to break major news about the league, its teams and/or players."

  • “By 2026, Fortnite’s Disney platform will become a top 3 digital entertainment experience for 6 to 12 year olds.”

  • “An original IP born from Roblox will become a blockbuster animated film by 2030, alongside apparel, toys and other IRL spinoffs.”

“Marketers are realizing Roblox and Fortnite strategies are necessary to reach new, young audiences in active ways, which is way more effective than the passive marketing we’re used to seeing,” he added. “Metaverse gaming isn’t a fad, and it’s not going to stop with Roblox and Fortnite… we have our eyes on platforms like Everywhere and Horizon Worlds as the next frontier for Gen Z and Alpha engagement. With Gamefam’s expertise and top portfolio in metaverse gaming, we’re in the best position to deliver unique and captivating brand experiences with massive scale and groundbreaking IP collaborations.” 

To learn more about Gamefam, visit our official website and follow us on LinkedIn and X.

1 Source: Qustodio

2 Source: Roblox Q3 2024 Earnings Report  

3 Source: RoMonitor

4 Source: The Wrap

5 Source: Statista

###

About Gamefam

Gamefam is the leading metaverse media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful metaverse media company, with 45 billion lifetime visits and 64 million average daily visits across its 30+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning metaverse strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. The company successfully created three of the top 10 brand games on Roblox of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top IP-based and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, Super League Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.   

—

Media Contact:

Kenny Mintz

Gamefam

kenneth@gamefam.com

Kenneth Mintz
Next

Adweek: The Key to Brands Reaching New Generations? Taking Risks