Universal Pictures is going all-in on Roblox for its Wicked: For Good campaign, turning the platform into a key marketing space ahead of the film’s release. Over the past few years, Roblox has quietly evolved from a popular gaming hub into a serious promotional tool for major entertainment brands.
With more than 151 million daily active users, it’s become a natural home for studios aiming to reach younger Gen Z and Gen Alpha audiences. Universal’s Wicked campaign builds on that momentum, blending storytelling, community interaction, and persistent worldbuilding in one of the most comprehensive movie activations the platform has seen.
Building the World of Oz in Roblox
Universal launched Wicked RP on Roblox in 2024, just weeks before the first Wicked movie premiered. Developed by Sawhorse, the experience invited players into the world of Shiz University - one of the film’s key settings - where they could roleplay as students, interact with non-playable characters, and complete quests tied to the movie’s lore.
Players could earn or buy user-generated content (UGC) such as accessories and emotes based on the film’s main characters, and even watch the official trailer directly within the experience.
Over a year since its debut, Wicked RP has recorded over 23 million lifetime visits. The experience expanded leading into Wicked: For Good with the addition of Emerald City, offering new areas and missions. This steady stream of updates has helped keep the experience active long after its initial release, turning it into a living world rather than a limited-time event.
Reaching Massive Audiences Through Popular Roblox Games
To reach Roblox’s largest player bases, Universal extended its campaign beyond Wicked RP by integrating the franchise into Brookhaven and Dress to Impress, two of the most played experiences on the platform.
Brookhaven, Roblox’s most visited roleplay game, averages around 45 million daily visits and has surpassed 74 billion lifetime plays. Beginning November 7, a two-week Wicked event transformed the game’s spawn area into a detailed Emerald City hub.
Players could explore themed homes inspired by Glinda and Elphaba, collect special props, emotes, and songs, and use interactive roleplay tools like brooms and wands. Based on the game’s activity trends, the event could draw hundreds of millions of total visits during its run.
Meanwhile, Dress to Impress, a fashion and social competition game with over 8.6 billion visits since its 2023 launch, introduced its own Wicked collaboration. The crossover added three themed badges, with the most popular already being claimed over 10 million times.
The experience also gained extra exposure through Roblox’s “Today’s Pick” feature, pushing it to the platform’s homepage. Creator collaborations added further visibility, including content from YouTubers Lana Rae and Kat Bruno, whose joint Wicked-themed video surpassed 150,000 views.
Together, these integrations allowed Universal to connect Wicked with two distinct audiences: Brookhaven’s massive general player base and Dress to Impress’s fashion-focused community.
Supporting the Campaign with Paid Media and Platform Features
Beyond in-game collaborations, Universal supported its Roblox presence with a coordinated media push. The studio ran rewarded video ads across Roblox promoting Wicked: For Good and secured placement in the Apple App Store’s Roblox section, ensuring the campaign reached millions of mobile players. By aligning updates, events, and ad timing, the studio made Wicked a constant presence on the platform in the weeks before the sequel’s debut.
A New Standard for Film Marketing in Gaming
Universal Pictures’ Wicked campaign stands out for how seamlessly it integrates with the Roblox ecosystem. Rather than treating Roblox as a one-off promotional space, the studio built a persistent digital world that has continued to evolve alongside the film series. The strategy combined long-term engagement (Wicked RP), broad visibility (Brookhaven and Dress to Impress), and paid amplification to reach audiences across multiple entry points.
For other studios, the campaign serves as a clear example of how movie marketing is changing. Roblox - and, more broadly, web3 platforms - are becoming extensions of how entertainment brands connect with fans in interactive spaces.
Source: Max Power Gaming
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Frequently Asked Questions (FAQs)
What is the Wicked RP experience on Roblox?
Wicked RP is an official Roblox game developed by Sawhorse in partnership with Universal Pictures. It lets players explore locations from the Wicked films, including Shiz University and Emerald City, while completing quests and earning themed UGC items.
How many people have played Wicked RP?
Since its launch in 2024, Wicked RP has recorded more than 23 million lifetime visits.
Which Roblox games feature Wicked: For Good collaborations?
The Wicked: For Good campaign includes integrations in Brookhaven and Dress to Impress, two of the platform’s most popular games.
How did Universal promote the movie outside of Roblox gameplay?
Universal ran rewarded video ads within Roblox and featured the film in the Apple App Store’s Roblox section, expanding visibility beyond in-game content.
Why is the Wicked campaign on Roblox considered significant?
The campaign’s scale, persistence, and integration across multiple top Roblox experiences make it one of the most ambitious entertainment marketing efforts on the platform, setting a new model for how studios approach interactive and gaming-based promotions.
