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Paris Hilton‘s latest Roblox experience, Slivingland, was visited by over 3.2 million users between its launch in August 2023 and February 2024. According to a report jointly prepared by Hilton’s 11:11 Media and metaverse research firm GEEIQ, this level of interest is equivalent to a $60 million traditional advertising campaign.
Intense Interest in Slivingland on Roblox
The 42-page report examines the state of metaverse advertising through the lens of Roblox, a metaverse gaming platform with over 71 million daily users as of the fourth quarter of 2023. Roblox reported an annual revenue of $2.7993 billion for the year 2023, a 26% increase over the previous year.
Overall, Slivingland’s advertising equivalence constituted about 2.6% of Roblox’s total earned media value equivalence for 2023. The report credits the synergy from a viral TikTok campaign for boosting sales. The report includes the following statement:
“Slivingland was designed as an ever-evolving entertainment hub for Paris fans around the world. Fashion is, of course, a central feature of the experience. Avatar customization and self-expression are key to Roblox’s brand success and also significant for Paris’s community.”
Metaverse Queen Hilton
It was reported that Hilton’s Slivingland Roblox experience sold about half a million expressions on the platform during the last two months of 2023. Each expression cost 100 Robux. Depending on how a player purchases Robux, 100 Robux is approximately worth $1.25. It is not clear what kind of revenue sharing Hilton received from Roblox. In September 2023, Paris Hilton was among the investors behind a $54 million fundraising for the blockchain-based IP ownership network, Story Protocol.
This is not Hilton’s first foray into Roblox. In October 2021, she launched “Paris World” on Roblox. Later, in an interview with CNN, she referred to herself as the Metaverse Queen and stated that she has always been hardworking. She also launched a romance-themed metaverse in The Sandbox just in time for Valentine’s Day in 2023. The experience, called Parisland, was described as a Virtual Reality (VR) dating experience intersecting with a real dating show.
