WPP has signed a new global partnership with immersive gaming and creation platform Roblox, a leading immersive gaming and creation platform as the UK-based advertising network looks to scale expertise among agency teams and brands in leveraging the new media channel.

Roblox, which commands the attention of the Gen Z demographic, offers a unique platform for brands to engage with a young, expanding, and valuable audience that spends millions of hours daily in digital worlds.

The collaboration includes initiatives such as offering Roblox sprint days, a joint advisory council to advance 3D measurement, and Roblox platform education. WPP and its media investment company, GroupM, will join the official Roblox Partner Program as an agency partner. The partnership will establish a long-term measurement advisory relationship, shaping the future of the brand ecosystem on the platform and setting new standards for 3D environments and immersive media.

Roblox will develop innovative ways for WPP's creative agencies to utilise Roblox's platform as a creative engine and partner with Roblox creators. WPP and Roblox will also work together to pilot a Roblox certification program for marketers to deepen their expertise in the platform's ecosystem. The partnership builds on a longstanding foundation of work that WPP and Roblox have developed together on behalf of global clients including adidas, Church & Dwight, Danone, Nickelodeon, and Paramount.

Chief Creative Officer of WPP, Rob Reilly, said: "Roblox is an amazing platform for brands to engage creatively with a young, expanding and valuable audience. By merging WPP's creative firepower with Roblox's innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers. Buckle up."

VP of Global Brand Partnerships and Advertising at Roblox, Stephanie Latham, said: "This alliance will enable brands to harness our platform's unique capabilities and connect with our incredible community, driving forward new standards in immersive media and delivering exceptional experiences for a diverse and engaged audience."

Global Head of Investment at GroupM, Andrew Meaden, said: "Roblox has redefined the way young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement, and brand engagement in virtual worlds and help our clients navigate this exciting new frontier."