Paris Hilton’s Roblox experience has driven $60M in media ad equivalency


Media mogul Paris Hilton’s newest Roblox experience, “Slivingland,” was visited by over 3.2 million users during the period between its launch in Aug. 2023 and Feb. 2024. 

According to a report co-authored by Hilton’s 11:11 Media and metaverse research tank GEEIQ, this level of exposure is equivalent to a $60 million traditional advertising campaign.

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The 42-page report examines the state of metaverse advertising through the lens of Roblox, a metaverse gaming platform boasting over 71 million daily users as of Q4 2023. Roblox reported an annual revenue of $2,799.3 million for 2023, up 26% year-over-year.

Overall, Slivingland’s ad equivalency accounted for about 2.6% of Roblox’ total earned media equivalency in 2023. The report credits synergy from a viral TikTok campaign for spurring the sales.

“Slivingland is designed as an evergreen entertainment hub for Paris fans around the world. Fashion, of course, is a central feature of the experience. Avatar customization and self-expression is key to Roblox’s brand success and it’s important to Paris’ community too.”

Hilton’s Slivingland Roblox experience reportedly sold “nearly half a million” emotes on the platform during a two-month period at the end of 2023. The emotes cost 100 Robux (the platform’s native currency) each. Depending on how a player’s Robux is purchased — with subscriptions available that offset some of the face cost — 100 Robux is worth around $1.25. It’s unclear what kind of revenue split Hilton receives from Roblox.

This isn’t Hilton’s first venture into Roblox. In Oct. 2021 she launched “Paris World” on Roblox. In a later interview with CNN, she referred to herself as the “Queen of the Metaverse” and said she’d always been an “undercover nerd.”

As Cointelegraph recently reported, Hilton’s 11:11 Media and Andreessen Horowitz’ a16z were among the investors behind a $54 million fundraise for blockchain-based IP ownership network Story Protocol in Sep. 2023.

She also launched a romance-themed metaverse on The Sandbox just in time for Valentine’s Day of 2023. Dubbed “Parisland,” the experience was described as “a Virtual Reality (VR) dating experience crossed with a reality dating show.”

Related: Metaverse experiences with major brands, artists and DJs drive The Sandbox’s resurgence