McLaren deal closes a big week for brands on Roblox
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Roblox hopes that its user-generated content platform will become the metaverse, and it made some headway this week as it announced brand partnerships this week with McLaren Racing, Alo Yoga, The Brit Awards, and the NFL.
Any one of those deals would have been a big one to announce, but all four of them in one week shows how attractive Roblox’s platform has become with nearly 50 million daily active users.
And it shows that brands don’t want to miss out on the metaverse, the universe of virtual worlds that are all interconnected, like in novels such as Snow Crash and Ready Player One. Companies like Facebook/Meta are busy building their own versions of the metaverse, and all of them see it as the next version of computing and the internet.
The brands are also showing that they trust Roblox. That’s important for Roblox, as it has been targeted in a couple of instances by some who believe that Roblox isn’t good for children or exploits their labor.
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Today, McLaren Racing released the new virtual McLaren MCL36 race car to Formula 1 enthusiasts with access to the McLaren F1 Racing Experience on Roblox.
The global digital reveal on Roblox is coordinated with the real-world reveal of the new McLaren MCL36 in which McLaren F1 drivers Lando Norris and Daniel Ricciardo will compete for the 2022 FIA Formula 1 World Championship.
The occasion marks the first time a Formula 1 brand has unveiled a new car via an immersive, widely accessible metaverse experience. The McLaren F1 Racing Experience on Roblox, a global digital platform bringing millions of people together through shared experiences, enables
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