In this article, we’re diving deeper into why entertainment IP has become the undisputed king of virtual environments, and how this dominance was practically inevitable.
Gaming and entertainment have always been intertwined. Long before Fortnite concerts and Roblox movie experiences, we had Disney’s web-based games like Zack & Cody’s Tipton Trouble and blockbuster tie-ins like the original Spider-Man games.
The connection makes perfect sense when you think about it: both mediums are built on immersive storytelling and world-building. Entertainment properties are designed to cross boundaries, moving seamlessly from books to movies to music to games. This transmedia nature means they’re perfectly suited for virtual environments.
But there’s another crucial factor at play: the fandom effect. Unlike fashion or beauty, brands that need to build emotional connections from scratch, entertainment IP arrives in virtual worlds with passionate, pre-existing communities. These fans don’t just want to consume content; they want to live in it, expand it, and make it their own. This built-in emotional investment creates an engagement level that other brand categories struggle to match.
The organic explosion of IP-related experiences on UGC platforms proved this point. Before any official partnerships existed, fans were already recreating their favorite franchises on Roblox and Fortnite. Users already wanted to experience those worlds in their preferred gaming environment. These community-driven creations served as massive, unpaid market research, proving demand and engagement levels that no focus group could match.
Interestingly, entertainment was actually late to the virtual worlds party. Fashion and beauty brands led the charge back in 2018, recognizing the marketing potential early. But entertainment companies, despite having arguably the most natural fit, were slower to see the opportunity. Many were still figuring out how to navigate digital transformation across their core business models.
That changed quickly once they saw the numbers. Now entertainment IP dominates these platforms with over 490 activations across virtual worlds at an average YoY growth of 115%, generating the highest engagement rates and attracting the largest audiences.
But they’re not just recreating existing content. They’re pushing the boundaries of what’s possible. Movie studios are selling actual cinema tickets through Roblox experiences, creating immersive trailer viewings that feel more like interactive adventures, and using these platforms for global premieres that reach massive audiences.
The advantage entertainment IP holds is unique. This dominance isn’t just about reach, it’s about depth of engagement. Entertainment IP has a unique advantage in that it offers complete narrative worlds that naturally encourage extended play sessions. When fans enter one of those experiences, they’re potentially spending hours living out storylines, connecting with characters, and creating memories that extend far beyond any traditional marketing campaign. This storytelling foundation gives entertainment brands a distinct engagement pattern that’s different from other successful brand categories in virtual worlds.
Key takeaways
The rise of entertainment IP in virtual worlds represents more than just another marketing channel: it’s the evolution of storytelling itself. These platforms offer something no other medium can: the ability for fans to step inside their favorite stories and make them their own. And as our data shows, both creators and audiences are embracing this new form of entertainment with unprecedented enthusiasm.
The question now isn’t whether entertainment will continue to dominate virtual worlds, it’s how the industry will balance this dominance with the creative freedom that made these platforms special in the first place.
