KEY POINTS
Paris Hilton, hailed as the “Queen of the Metaverse,” has solidified her title with the astounding success of her Slivingland metaverse space in Roblox, which generated over $60 million in earned media ad equivalency, according to data from Cision.
This data, highlighted in a recently released report by data platform GEEIQ, and co-authored by 11:11 Media — a media and IP company founded by Paris Hilton — sheds light on the burgeoning opportunities for brands within the metaverse, using Hilton’s case and the Roblox platform as key examples.
The report delves into the rapid expansion of the Roblox metaverse platform, boasting more than 70 million daily active users and over 400 activated brands, with fashion-related businesses leading the way. Brand integrations in Roblox soared by 110% year-over-year in 2023, according to GEEIQ’s calculations.
Paris Hilton’s metaverse activation, particularly her Slivingland venture, has been a standout success. As of February 2024, Slivingland had attracted over 3.4 million visitors, and a TikTok video by Paris promoting the space garnered over 8 million views.
Hilton’s launch of Slivingland in August 2023 resulted in $60 million in earned media ad equivalency, accounting for 2.6% of Roblox’s total earned media in 2023, as per Cision. Additionally, Paris sold nearly half a million emotes, which trigger actions or emotions for in-game avatars, in just a two-month period at the end of 2023.
Paris Hilton’s journey into the metaverse began in 2021 with the launch of “Paris World” on Roblox, followed by the acquisition of land in The Sandbox by her company, 11:11 Media, in August 2022. The Sandbox venture aimed to sell Paris-themed NFTs and host virtual events.
Most recently, in January of this year, hospitality giant Hilton partnered with Paris Hilton’s 11:11 Media brand to explore the Slivingland metaverse through a loyalty campaign, further demonstrating the growing interest and investment in the metaverse space.
