Instead of Advertising in Videogames, These Companies Asked: ‘Why Not Make Our Own?’

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Companies are trying a marketing approach more effective than ads in videogames: They’re creating games themselves

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On Roblox, anyone — including brands — can make their own virtual game worlds for free. Brands and others can also buy so-called Portal Ads to drive visitors to their worlds from others on the platform. Credit: RobloxPepsiCo, L’Oréal and others are investing in game worlds in hopes of reaching an audience known for using ad blockers online and eschewing linear TV

 

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