PacSun promotes presence on Roblox with ads

Pacsun is deepening its engagement on Roblox by launching digital advertising a year after introducing its "Pacsun LA Tycoon" game, which attracts 60,000 monthly users. The company plans to expand its Roblox presence with new L.A.-inspired features to align with its summer campaign, enhancing both virtual and physical customer interactions. This strategic move highlights Pacsun's commitment to integrating its digital and physical marketing strategies to foster community and increase engagement on the platform.

As Pacsun celebrates one year on Roblox, it’s launching digital ads on the platform and expanding its Roblox game.

“When you put an ad inside Roblox, it’s really about the users you’re targeting and impressions,” said Yonatan Raz-Fridman, CEO of game development studio Supersocial. “It doesn’t work to build a community or engage the Roblox audience in a meaningful way.”

But overall, Pacsun sees significant potential in the platform as a user engagement channel. “If you keep expanding and listening to what [users] want and what they respond to, you’ll be successful [on Roblox],” said Pablo Uribe, Pacsun’s senior manager of web development.

In February 2023, Pacsun introduced “Pacsun LA Tycoon,” a Roblox game that immerses players in an L.A. lifestyle experience. It draws over 60,000 monthly active users and has seen 11 million total visits.

Uribe said Pacsun updates its game monthly to sustain player interest. For example, it has introduced more quest-oriented features to increase engagement and replayability. In addition, it’s maintained a focus on building a strong Roblox community.

Full story at Glossy.