Paris Hilton’s Roblox experience grossed $60M in media advertising equivalents.
Media mogul Paris Hilton's new Roblox experience, “Slivingland,” was visited by more than 3.2 million users between August 2023 and February 2024.
That level of exposure is equivalent to a $60 million traditional advertising campaign, according to a report co-authored by Hilton 11:11 Media and Metaverse research tank GEEIQ.
The 42-page report examines the state of Metaverse advertising through the lens of Roblox, the Metaverse gaming platform that boasts more than 71 million users by Q4 2023. year.
Overall, Livingland's ad equity will account for 2.6% of Roblox's total media equity revenue by 2023. The report confirmed the synergy from the viral Tik Tok campaign to drive sales.
“Slivingland is designed to be an evergreen entertainment hub for Paris fans around the world. Fashion is, of course, a central feature of the experience. Avatar customization and self-expression are key to the success of the Roblox brand and important to the Paris community.
The Hilton Livingland Roblox experience has reportedly sold “nearly half a million” emotes on the platform in a two-month period by the end of 2023. The emotes cost 100 Robux (the platform's currency) each. Depending on how the player buys Robux – with subscriptions that cover some upfront costs – 100 Robux cost around $1.25. It's unclear what kind of revenue share Hilton will receive from Roblox.
This isn't Hilton's first foray into Roblox. October 2021 She launched “Paris World” on Roblox. In a later interview with CNN, she called herself the “queen of the metaverse” and said she had always been a “secret nerd.”
Cointelegraph recently reported that Hilton's 11:11 Media and Andreessen Horowitz are among the investors behind a September 2023 $54 million fundraising in a16z, a blockchain-based IP proprietary network history protocol.
Just in time for Valentine's Day 2023, she launched the romance-focused metaverse The Sandbox. Dubbed “Parisland,” the experience is described as “virtual reality (VR) dating crossed with a reality dating scene.”
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