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Media mogul Paris Hilton’s newest Roblox experience, “Slivingland,” was visited by over 3.2 million users during the period between its launch in August 2023 and February 2024.&nbsp;
According to a report co-authored by Hilton’s 11:11 Media and metaverse research think tank Geeiq, this level of exposure is <a href="https://geeiq.com/paris-hilton-roblox-whitepaper" target="_blank" rel="noopener nofollow">equivalent</a> to a $60 million traditional advertising campaign. 
The 42-page report examines the state of metaverse advertising through the lens of Roblox, a metaverse gaming platform <a href="https://www.statista.com/statistics/1192573/daily-active-users-global-roblox/" target="_blank" rel="noopener nofollow">boasting</a> over 71 million daily users as of Q4 2023. Roblox reported an annual revenue of $2,799.3 million for 2023, up 26% year-over-year.
Overall, Slivingland’s ad equivalency accounted for about 2.6% of Roblox’s total earned media equivalency in 2023. The report credits synergy from a viral TikTok campaign for spurring the sales. 
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 “Slivingland is designed as an evergreen entertainment hub for Paris fans around the world. Fashion, of course, is a central feature of the experience. Avatar customization and self-expression is key to Roblox’s brand success and it’s important to Paris’ community too.” 
</blockquote><iframe width="100%" height="315" src="https://www.youtube.com/embed/lQEUYPyw_4c" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen data-ct-non-breakable="true"></iframe>
Hilton’s Slivingland Roblox experience reportedly sold “nearly half a million” emotes on the platform during a two-month period at the end of 2023. The emotes cost 100 Robux (the platform’s native currency) each. Depending on how a player’s Robux is purchased — with subscriptions available that offset some of the face cost — 100 Robux is worth around $1.25. It’s unclear what kind of revenue split Hilton receives from Roblox. 
This isn’t Hilton’s first venture into Roblox. In October 2021, she launched “Paris World” on Roblox. In a later interview with CNN, she <a href="https://edition.cnn.com/2022/05/27/tech/paris-hilton-metaverse/index.html" target="_blank" rel="noopener nofollow">referred</a> to herself as the “Queen of the Metaverse” and said she’d always been an “undercover nerd.”
As Cointelegraph recently reported, Hilton’s 11:11 Media and Andreessen Horowitz were among the investors behind a $54 million fundraise for blockchain-based <a href="https://cointelegraph.com/news/paris-hilton-a16z-back-ip-ownership-network-story-protocol">intellectual property ownership network Story Protocol</a> in September 2023.
She also launched <a href="https://cointelegraph.com/news/nifty-news-find-love-in-paris-hilton-s-metaverse-btc-cryptopunks-soar-and-more">a romance-themed metaverse on The Sandbox</a> just in time for Valentine’s Day of 2023. Dubbed “Parisland,” the experience was described as “a Virtual Reality (VR) dating experience crossed with a reality dating show.” 
Related: <a href="https://cointelegraph.com/news/brand-experiences-drive-the-sandbox">Metaverse experiences with major brands, artists and DJs drive The Sandbox’s resurgence</a>

Paris Hilton’s Roblox experience has driven $60M in media ad equivalency

Cointelegraph

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