E.l.f.’s Exciting New Roblox Adventure

E.l.f. has just launched its first-ever Roblox experience called “e.l.f. Up!”, and it’s not your typical game. In this open-world tycoon-style game, players get to run their own businesses, earn virtual currency, and raise social awareness. It’s all about financial literacy and having fun while doing it! The game features four cool shops inspired by e.l.f.’s products, including a recording studio and karaoke bar, an underwater sea-life charity and animal rescue, a crystal cave jewelry and art gallery, and a climbing gym and tech startup. Each shop is named after one of e.l.f.’s own products, like the “Big Mood” mascara and “Power Grip” makeup primer. And that’s not all! The game will keep evolving with new features like a pet adoption center, more languages, and areas inspired by new brand products and launches. Why did e.l.f. choose to create this game? Well, it turns out that a recent study by BazaarVoice found that 62% of all Gen Zers want to become entrepreneurs. Plus, the World Economic Forum’s “2023 Future of Jobs Report” says that creative, analytical thinking, and coding are the key skills for today’s workplace. As part of the Roblox experience, e.l.f. is giving away over one million UGC items, starting with 10 virtual items inspired by the brand’s “Holy Grail” products, including a Power Grip Primer VR headset. Brad Timmons, managing director for esports agency and consultancy Egen Sports, said, “We’ve given the players and the community a significant amount of choice at the start, but it is a living organism and will be something that we continue to evolve daily.” Yonatan Raz-Fridman, founder and CEO of Supersocial, added, “It combines social impact with community-driven creativity, setting the stage for a new kind of social entrepreneurship in the virtual world.”