Top branded games across entertainment, sports and traditional non-IP brands.

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By Stephen Dypiangco

Every week we publish exclusive research about how brands are activating on the Roblox platform. At the start of each month, we gather data on how many visits branded experiences have accumulated during the previous month to see what's currently popular on the platform.

-1.5% Monthly Decrease Across Top 20 Roblox Games by Brands

When looking at the top 20 Roblox branded games combined, overall visits decreased -1.5% month-over-month. In September, the top 20 games collectively had 131.7 million visits, versus having 133.7 million visits in August.

Sonic Speed Simulator Takes Top Spot

After being the first Roblox branded experience to surpass 1 billion lifetime visits, Gamefam's Sonic Speed Simulator took over the top spot in our monthly brand rankings. Barbie DreamHouse Tycoon has been the top-performing branded experience for months, so it's interesting to see Sonic have a bit of a resurgence. The 23 million visits Sonic had in September represents the first time Sonic has surpassed 20 million visits since July of 2023.

It appears that more traffic could have come from the experience' major LiveOps update at the end of August with a new world and other new features:

Ultimate Becomes NFL Football Universe

The NFL has returned to the Roblox brand charts with a new experience that's actually been around for a while. In partnership with the NFL, Voldex rebranded and updated its existing Ultimate Football into NFL Football Universe. By taking over an already popular experience, the NFL has found yet another interesting and creative way to connect with new audiences via the Roblox platform.

After the change over from Ultimate Football to NFL Football Universe on September 12th, the experience saw a nice jump in visits.

The NFL's strong performance with NFL Football Universe was strong enough for 2nd place in the overall brand rankings. It was also more than good enough to claim the top spot among all sports brand games on Roblox for the month of September.

L'Oreal Launches Standalone Experience

Beauty company L'Oreal has previously launched an integration campaign in Livetopia on Roblox. In late September, they launched their first standalone experience L'Oreal Paris Catwalk Simulator made by Dubit. By the end of the month, it had amassed 1.1 million visits, which was good enough for 4th place among non-IP brands.

After a really strong start, traffic to the experience has slowed down a bit. To get traffic numbers back up, the experience would likely need ongoing liveops support to boost key platform metrics such as engagement time and retention, on-platform ad traffic, and free UGC to incentivize players.

Stephen Dypiangco is a strategy and marketing consultant , helping brands reach young audiences on Roblox.

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