WPP and Roblox have worked on joint projects for years and have now entered a formal partnership to help brands and WPP agencies utilize the gaming and creator platform more efficiently.  

WPP and its media investment arm GroupM will join the Roblox Partner Program to work with Roblox on measurement issues, shaping the platform’s brand ecosystem and other endeavors.  

Roblox will develop innovative ways for WPP’s creative agencies to use Roblox’s platform as a “creative engine” and partner with Roblox creators.  

The companies will also work together to pilot what they’re touting as a first-of-its-kind Roblox certification program for marketers to deepen their expertise with the platform. 

The partners also intend to create a series of “client sprint days” that bring together Roblox community creators, developer studios and agency strategists to develop activations.  

The companies have previously worked together on behalf of global clients including adidas, Church & Dwight, Danone, Nickelodeon and Paramount. 

Roblox is popular with Gen Z and claims nearly 80 million daily active users.