New users of Roblox gaming platform include Vans, Hyundai

Driving, Skateboarding Games on Roblox Platform

More OC companies continue to blur the lines between real life and digital, with Hyundai Motor America Inc. and Vans Inc. joining the metaverse.

Both companies have launched on online gaming company Roblox Corp.’s (NYSE: RBLX) platform. The San Mateo company, with a recent market cap of $48 billion, provides the platform for game developers and companies to develop virtual worlds. It’s essentially a brand extension for the companies that expand into the virtual realm and keeps them relevant to their evolving consumer base.

Hyundai Motor, the South Korea-based parent to Fountain Valley-based Hyundai, created a world on Roblox it dubbed the Hyundai Mobility Adventure, where players can visit five themed areas and play games using Hyundai vehicles.

The company’s Global Chief Marketing Officer and Head of Customer Experience Thomas Schemera said new vehicle and other announcements would be made on Roblox and the metaverse offers a way “to build innovative relationships with young people.”

The same could be said for Costa Mesabased Vans, which said it’s linking fashion and sports between the virtual and real world with its Vans World on Roblox.

Players can customize their own Vans boards and shoes, while also skating via their avatars.

Anaheim retailer Pacific Sunwear of California LLC in June became the first known OC brand to announce its partnership with Roblox, giving users the ability to dress their avatars in PacSun gear.

The exposure to existing and new consumers for companies in the metaverse is very real. Roblox currently counts more than 43 million users on the platform each day.