Paris Hilton’s digital venture, Slivingland, within the Roblox platform, has captivated a staggering 3.2 million visitors since its inception in August 2023 up to February 2024. A collaborative study by 11:11 Media, owned by Hilton, and GEEIQ, a metaverse analytics firm, equates this surge of user engagement to a $60 million conventional advertising initiative.
Roblox as a Metaverse Marketing Beacon
The comprehensive 42-page report delves into the metaverse marketing sphere, using Roblox, a platform with a daily user base exceeding 71 million, as a case study. Roblox’s 2023 fiscal records boast a 26% yearly revenue increase, accumulating $2.7993 billion.
Slivingland’s contribution to Roblox’s overall media value for the year was about 2.6%. The report attributes the increased sales to a successful viral marketing campaign on TikTok and notes that the experience merges fashion and avatar personalization, both essential elements for Roblox and Hilton’s community.
Commercial Triumphs in the Virtual Space
The report further discloses the sale of approximately 500,000 in-game expressions within the final two months of 2023 on Slivingland, with each expression priced at 100 Robux, approximately $1.25. The specifics of Hilton’s revenue share from these Roblox transactions remain undisclosed. Notably, Hilton participated in a $54 million investment round for Story Protocol, a blockchain initiative, in September 2023.
This venture into Roblox is not Hilton’s first; she previously launched “Paris World” on the platform in 2021. In addition, she debuted a romantic-themed metaverse experience in The Sandbox, coinciding with Valentine’s Day 2023, termed Parisland—a VR dating platform converging with a reality dating show.