Marketing in the Metaverse: Should Brands Enter Roblox, Fortnite or Zepeto in 2025?

The concept of marketing in virtual worlds is no longer science fiction. As digital platforms like Roblox, Fortnite and Zepeto evolve, the idea of branded interaction within these spaces becomes more relevant. But is it a strategic move for companies in 2025, or just a passing trend? Let’s explore what this direction offers to brands, and what considerations should be made before stepping in.

Why Metaverse Marketing is Gaining Attention

In 2025, Gen Z and Alpha are the driving force behind digital engagement. These audiences spend a significant portion of their time within virtual ecosystems, where entertainment, communication, and identity expression blend. For brands seeking long-term relevance, marketing in the metaverse is a way to remain present in the lives of digital natives.

Roblox, Fortnite and Zepeto offer tools for user-generated content, branded events, and virtual fashion. These platforms aren’t just games—they’re social environments. Branded experiences here can reach users not through interruptive ads, but via immersive storytelling and interactive content.

Major names like Nike, Gucci, and Coca-Cola have already launched projects within these spaces, setting early benchmarks for engagement and brand-building. But the bar is high—consumers are sensitive to authenticity, and expect brands to deliver experiences, not just logos.

Benefits for Brand Awareness and Engagement

Creating a meaningful presence in the metaverse can amplify brand identity. Virtual spaces allow companies to experiment with storytelling in ways not possible through traditional media. Whether it’s a virtual store, a branded mini-game, or an avatar accessory collection, each engagement can deepen brand recall.

Moreover, interaction within these platforms often sparks user-generated content—fans share experiences via social media or even create their own spin-offs, organically expanding the campaign reach. This makes the return on creativity, rather than budget, especially powerful in the metaverse.

Another advantage is data: understanding user preferences, popular items, and virtual movement patterns can offer unique insights that drive innovation in both digital and physical products.

Challenges and Risks for Brands in Virtual Spaces

Despite its appeal, entering the metaverse is not without pitfalls. One of the main challenges is the rapid evolution of these platforms. What’s relevant today may be outdated tomorrow. Brands need to stay agile and be ready to adapt, update or even abandon their digital presence if it no longer aligns with user behaviour.

Costs are also a factor. Although launching a branded experience may not always require millions, quality development (especially in Fortnite Creative or Roblox Studio) demands collaboration with experienced creators, strategists, and legal teams to avoid misuse or misinterpretation.

Lastly, privacy concerns and ethical dilemmas are at play. Young users dominate these spaces, raising questions around appropriate content, advertising transparency, and data handling. Missteps can harm brand credibility if not handled with care.

Reputation Management and Community Sensitivity

Virtual communities are quick to detect insincerity. Brands must avoid parachuting into platforms without a clear purpose or value proposition. If users feel a campaign is tone-deaf or exploitative, backlash is often swift and public.

To avoid such outcomes, brands should collaborate with creators native to these platforms and prioritise co-creation over control. Involving the community in the development process can foster goodwill and authenticity.

Clear communication about the nature of branded content—especially for underage users—is crucial. Transparency earns trust and builds longer-term loyalty from users who see the brand as a respectful participant, not an intruder.

Strategic Entry: When and How to Step In

The decision to market in the metaverse should not be made lightly. It’s not about following trends, but aligning business goals with the unique opportunities digital spaces offer. The most successful projects in 2025 will be those that serve a clear brand narrative while respecting the norms of each virtual environment.

Brands should start with research: understand the culture of each world, identify key community figures, and observe user behaviour before launching anything. Entering with a test-and-learn approach allows companies to gather insights and adjust direction accordingly.

Partnerships with experienced developers and virtual world agencies can also reduce the learning curve. They ensure campaigns are built within the technical and cultural expectations of these ecosystems, increasing the chances of success.

Future-Proofing Virtual Investments

Looking ahead, integration with AI and AR will further enhance virtual worlds, offering richer possibilities for interaction. Brands investing now are building foundational experience that will pay off when these technologies converge.

However, flexibility remains vital. Rather than locking into one space, brands should build adaptable assets—avatars, storytelling formats, interactive mechanics—that can move across different digital environments as user preferences shift.

Ultimately, the key is to treat the metaverse as part of a broader digital strategy, not a novelty. Thoughtful execution, clear value delivery, and long-term planning will distinguish the leaders from the opportunists in 2025 and beyond.