Dive Brief:

• Purina is dipping into the world of Roblox with its first branded game experience on the platform, according to a press release. 
• The multiplayer offering, titled Purina Arena Pet Racing, lets users adopt, nourish and race virtual pets while collecting accessories to outfit their avatars and furry companions.   
• The Nestlé-owned brand is angling to be an early mover among pet-care companies on a platform that is increasingly influential over Gen Z and Gen Alpha. Creative agency Paradowski Creative is behind the gaming activation. 

Dive Insight:

Games that let players care for virtual pets have a history stretching back to the days of pixelated, pocket-sized novelties like Tamagotchi. Purina is offering its own spin on the concept with Purina Arena Pet Racing, which seeks to provide Roblox users with a mix of educational and entertaining content. 

Purina claims to be among the first pet-care brands to develop a gaming experience on Roblox, a free-to-play platform popular with Gen Z and Gen Alpha and closely associated with metaverse marketing tactics. While many Roblox regulars are probably too young to own their own pets, they can influence larger household purchasing decisions (including adopting a cat or dog). 

Purina Arena Pet Racing boasts elements of personalization, letting players collect gear to customize their virtual avatars and pets and unlock emotes to celebrate wins on the track. Purina is also leaning into the idea of fostering online community as people compete in multiplayer races.

Roblox has welcomed more brands into the fold as it tries to monetize a base of 88.9 million daily active users. The company has introduced more video and programmatic advertising products this year, though those formats are not yet expected to create a material revenue impact. Many brands instead opt for crafting customized games or world spaces that carry an additional layer of interactivity — and even commerce capabilities — compared to a traditional ad. 

Other pet-care marketers are ramping up their holiday marketing campaigns. Milk-Bone last month debuted an effort that parodies corny rom-coms, with ads mimicking movie trailers that will play in theaters ahead of actual teasers. 

Purina’s pet-care segment has been a growth driver in recent years but shown signs of slowing of late, with organic sales up 1.3% in Q3.