Dive Brief:
- Warner Bros. Pictures Animation is integrating into three popular Roblox games ahead of the theatrical release of a new “The Cat in the Hat” film on Nov. 6, according to information shared with Marketing Dive.
- Over the course of the three-week effort, which began Oct. 19, users will be able to engage with modules within +1 Speed Keyboard Escape, +1 Kitten Keyboard Escape and Dreamville that are themed around the well-known children’s story. To encourage repeat visits, players will have the chance to claim limited avatar items.
- Created in partnership with Sawhorse, a media company which specializes in user-generated content gaming experiences, the activation will run through Nov. 8. It comes as more marketers explore gaming channels.
Dive Insight:
Warner Bros. is returning to Roblox by integrating into three popular games that have over 7 billion visits between them, allowing the studio to quickly reach a large audience. The effort comes after a string of successful UGC gaming integrations from Warner Bros. and Sawhorse, including a 2024 promotion for “Beetlejuice Beetlejuice.”
During each experience, players will team up with the titular cat to cause mischief. Over the course of the three activations, players will be able to unlock six film-inspired items designed to be used with friends, such as a Thing Box which releases Thing 1 and Thing 3, a Glitter Trumpet and a Hat Cannon Launcher.
Integrating the experiences with popular games rather than building a unique game experience from the ground up enables Warner Bros. to take advantage of an already existing environment with a built-in user base. “The Cat in the Hat” modules add a bit of chaos to a familiar environment, embodying the film's message of playfulness and spontaneity.
The animated feature, which comes out just weeks before the start of the holiday season, stars Bill Hader as The Cat in the Hat, Xochitl Gomez, America Ferrera and Quinta Brunson. Thanksgiving weekend has become a popular time for movie theater viewing. In 2024, both AMC and Cinemark saw increased foot traffic on Black Friday.
Over 80% of Roblox’s 127 million daily average users accessed the platform via mobile devices, per a 2025 Securities and Exchange Commission filing. Nearly 30% of the company’s revenue was from Robux, an in-platform currency, purchased on the Apple App Store and another 15% came from the Google Play Store, according to the filing.
Roblox has become a go-to for marketers looking to engage with young consumers. The sandbox-like nature of the platform allows for brands to create immersive digital experiences. The platform itself has looked to make itself more hospitable for brands, including by scaling rewarded video and third-party measurement offerings in 2025. In March, Roblox announced it was planning to take a percentage of in-game brand deal revenue starting in 2027.
Warner Bros.’s 2024 “Beetlejuice Beetlejuice” activation on Roblox, also developed by Sawhorse, included a virtual Fandango box office where players were able to purchase real-life movie tickets. The company has also worked with Sawhorse on Fortnite activations, including a 2025 effort around the horror film “Weapons.”
