The news: Dentsu recently launched Robmix, a new business embedding itself in Roblox’s culture and users, per a Dentsu press release. Robmix is a platform created with the goal of “discovering and developing the next generation of creators” on Roblox and focuses on entertainment opportunities related to users.

The initiative was created in collaboration with Kodansha Creators’ Lab and GeekOut, combining Dentsu’s integrated solutions with GeekOut’s creator reach and Kodansha’s focus on manga.

• Robmix offers advertising opportunities around Roblox by developing new content and IP, supporting creators, using existing Roblox properties, and launching merchandise tied to popular games.
• The business is part of Dentsu’s House of Creators initiative, which aims to support the next generation of Roblox creators.

The in-game opportunity: Dentsu’s decision to embed itself in Roblox is part of a broader push toward in-game marketing, a trend with massive potential that hasn’t been fully capitalized on—and Roblox is the perfect place to start.

• Roblox houses 27.6 million unique visitors in the US, and 100 million daily active users worldwide. US users are deeply immersed in the platform, spending an average of 44.5 minutes per visit and providing brands and creators a massive opportunity to reach audiences when they’re most engaged—something that social media doesn’t guarantee.