How Samsung Made Roblox History with the Galaxy S25: A Masterclass in Experiential Gaming Marketing

It’s no longer a secret: @Samsung regularly invests in gaming advertising.
But this time? They changed the game completely.

(I know it because they did it with us for the second time! On top of our network of publishers, we scaled and used the bespoke ad format).

They built their campaign KPIs according to these questions:

1. How long do players spend with branded content?
2. What kind of conversations does it spark?
3. How do they connect seamlessly with the brand?

Leveraging our network of publishers, we took things to the next level by using a customized integrated branded content approach to get into live and beating communities.

The result?

We made @Roblox history, creating the first-ever feature allowing players to design and send stickers to each other using the #GalaxyS25.

What happened next blew us away:

Thousands of players started using entirely new phrases:

“Selfie!”

“Let’s take a selfie!”

“Send me a sticker!”

Throughout the campaign, players enthusiastically embraced this feature. And even more amazing? In their minds, taking a selfie instantly became connected with the S25.

Why did it work so well?

Because the camera was Samsung’s core feature in this campaign.

We directly linked the user’s gaming experience with the device’s main selling point.

The results speak for themselves:

✓ 825,000 camera interactions

✓ Half a million players reached

✓ We reach 23% of all Gen Z and Alpha gamers in our target market

Our advertising network lets us reach 23% of our key audience—but the truly impressive part?

The players got them so engaged that they literally created a new language.
Terms like “selfie” are now wired in their mind to #GalaxyS25

This isn’t just another campaign.

This is what great marketing looks like in 2025:

Deliver your message & connect your audience to your brand through experiences.

#Roblox #Galaxyai #GalaxyS25