Instagram, Facebook and X were some of the most deleted apps of 2024. Brands are waking up to the new reality that Gen Z and Gen Alpha aren't socializing on social, they're hanging out in immersive games. And they're capitalizing on this consumer behavioral shift. New brands entering Roblox grew 90% in the first half of 2024, versus the first half of 2023. We'll reveal the 2024-25 data behind this transformational marketing channel, from UEFA and Versace's community building and engagement on Fortnite, to Walmart and Paris Hilton's real-world commerce and loyalty enrolment on Roblox.