Singapore – Amazon has launched real-world product sales on Roblox for the first time through a new shoppable gaming experience created by The Gang in partnership with Amazon’s in-house creative team.
The “Amazon Holiday Gift Shop” pop-up enables US players aged 18 and above to purchase physical holiday gifts using their Amazon accounts without leaving Roblox, powered by Amazon Anywhere technology.
The initiative marks the first real-world commerce marketplace within Roblox and features more than 40 products across multiple categories.
The Gang has developed Amazon’s holiday experiences on Roblox for four years, with this year’s instalment drawing on global cultural traditions and introducing new quests, challenges and rewards aligned with Amazon’s “Every Thing for Every Holiday.” campaign.
The wider experience, “Amazon’s Great Holiday Climb”, is inspired by the Amazon Holiday Kids Gift Book and lets players join Fox and a woodland crew to build the Holiday Traditions Tower.
New levels unlock weekly, each themed around celebrations including Diwali, Dia de Muertos, Hanukkah and Christmas.
Players can take part in mini-games, earn rewards from major toy brands and redeem UGC avatar items created by Amazon, The Gang and community designers such as WhoseTrade.
Physical commerce is integrated directly into the gameplay, allowing players to browse and buy products inside the Roblox pop-up.
Hasbro’s iconic games and toys also extend into the experience, including a Roblox version of Connect 4 Frenzy, along with opportunities to earn free UGC from brands such as Furby.
An in-person pop-up activation in New York City complements the virtual world, featuring oversized products from brands including Barbie, Transformers, Elmer’s and Wicked, designed to blur the line between digital and physical environments.
Jo Shoesmith, Amazon chief creative officer, said, “Leveraging next-gen social platforms like Roblox to extend the life and interactivity with the IP we’ve built in these characters through our Holiday Kids Gift Book over the years has built brand love and engagement in a way not achievable through traditional channels.”
Max Proctor, CEO at The Gang, added, “Gaming has traditionally been seen as a top-of-funnel channel for marketers so it’s incredibly exciting to see Amazon offering real-world commerce within its gaming environments to start proving out direct ROI for brands’ gaming investments. With the scale of Amazon and the reach of Roblox, this could be a real game-changer for the medium.”
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