Paris Hilton’s latest venture into the metaverse, “Slivingland” on Roblox, has attracted over 3.2 million users since its launch in August 2023 until February 2024. A report by Hilton’s 11:11 Media and metaverse research think tank Geeiq equates this level of exposure to a $60 million traditional advertising campaign.
The 42-page report delves into the state of metaverse advertising, focusing on Roblox, a platform with over 71 million daily users as of Q4 2023, generating $2,799.3 million in revenue for 2023. “Slivingland” contributed approximately 2.6% to Roblox’s total earned media equivalency in 2023, boosted by a viral TikTok campaign.
During a two-month period in late 2023, “Slivingland” reportedly sold “nearly half a million” emotes priced at 100 Robux each. Depending on the method of Robux purchase, 100 Robux is approximately $1.25. The revenue split between Hilton and Roblox remains undisclosed.
“Slivingland” is not Hilton’s first foray into Roblox; she previously launched “Paris World” in October 2021. Hilton, self-proclaimed “Queen of the Metaverse,” has diversified her metaverse ventures, investing in blockchain-based intellectual property ownership network Story Protocol and launching “Parisland,” a romance-themed metaverse experience on The Sandbox.
Paris Hilton’s active involvement in the metaverse highlights her transition from media personality to metaverse entrepreneur, tapping into the growing digital landscape to engage with audiences in innovative ways.
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