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 August 2023 and February 2024. 
According to a report co-authored by Hilton’s 11:11 Media and metaverse research think tank Geeiq, this level of exposure is equivalent to a $60 million traditional advertising campaign.
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’s total earned media equivalency in 2023. The report credits synergy from a viral TikTok campaign for spurring the sales.

This isn’t Hilton’s first venture into Roblox. In October 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 were among the investors behind a $54 million fundraise for blockchain-based intellectual property ownership network Story Protocol in September 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.”