Starting in August 2023 and continuing until February 2024, more than 3.2 million people visited “Slivingland,” a Roblox creation by Paris Hilton.
Paris Hilton has ignited the internet, but this time she is making a killing without resorting to the typical television commercial or billboard. Hilton’s “Slivingland” experience on Roblox brought in an incredible $60 million in conventional ad dollars, which is quite an accomplishment.
In a comprehensive 42-page analysis of Roblox’s advertising capabilities, they have collaborated with her own powerhouse, 11:11 Media, and the minds at the metaverse research think tank Geeiq. For those who may not be aware, Roblox is not an average online hangout. In fact, as of the fourth quarter of 2023, it boasts an impressive daily visitor count of over 71 million. Plus, this platform isn’t wasting time—at least, not with its projected revenue jump of $2,799.3 million in 2023.
Last year, Slivingland’s killer TikTok ad went viral, giving them a 2.6% share of Roblox’s overall media equivalence. It’s clear that the experience wasn’t thrown together; it was carefully planned to be a party spot for Hilton fans all over the world.
In a brief span of two months at the end of 2023, Slivingland sold about half a million emotes, with each one fetching 100 Robux (Roblox funds, for those unfamiliar). The math becomes intriguing when one considers that 100 Robux is equivalent to approximately $1.25, contingent upon the method of purchase. Hilton’s percentage of these transactions remains confidential, but it goes without saying that substantial revenue is being generated.
Roblox rides are nothing new for Paris Hilton. She swiftly proclaimed herself “Queen of the Metaverse” in an open interview with CNN after unveiling “Paris World” on the platform in October 2021. She expanded her virtual empire to include a romance-themed company in The Sandbox just in time for Valentine’s Day 2023, since she was not happy with dominating just one digital area. The marketing for “Parisland” portrayed it as a cross between virtual reality dating and reality television dating programs, with Hilton as the lone creative force behind the merging of digital and physical encounters.
The impact of this metaverse guru goes well beyond her immersive experience creation; she is also an example in terms of financially backing her claims. Blockchain project Story Protocol sought to redefine digital era IP ownership; in September 2023, Hilton’s 11:11 Media partnered with heavyweight investors, including Andreessen Horowitz, to put $54 million into the venture.
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