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

The self-proclaimed Queen of the Metaverse sold nearly half-a-million emotes on Roblox off a viral TikTok campaign.

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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 Aug. 2023 and Feb. 2024. 

According to a report co-authored by Hilton’s 11:11 Media and metaverse research tank GEEIQ, this level of exposure is equivalent 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 boasting 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.

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