Netflix Promotes “Cobra Kai” and Other Releases with Roblox World

Netflix is getting creative with its marketing strategies by using Roblox to promote its original properties. The virtual world called “Nextworld” features characters, settings, and mini-games from popular Netflix shows like “Stranger Things,” “One Piece,” and “Rebel Moon.” They recently added in-game items from “Heartstopper,” as well as promotional activations for the animated film “Spellbound” and the final season of “Cobra Kai.”

The experiences in “Nextworld” allow players to immerse themselves in scenes from the film and show, like a musical scene from “Spellbound” and a martial arts fight from “Cobra Kai.” These experiences aim to engage players and get them excited about the content. Netflix is supporting this promotion with a full campaign of programmatic Roblox ads, including Portals that directly transport interested players into “Nextworld.”

Netflix’s focus on mobile gaming through its mobile app has been evident, but their decision to venture into the metaverse platform of Roblox sets them apart. This move is primarily a marketing strategy to generate interest in Netflix’s streaming content rather than to grow their gaming audience. The goal is to keep fans engaged between releases, like during the time gaps between different parts of a show’s final season.

By offering playable scenes and promotions in “Nextworld,” Netflix keeps fans entertained and connected to their favorite shows, even during the waiting periods between episodes. This approach helps to maintain interest and excitement, creating a sense of community among fans who are eagerly anticipating new episodes. It’s a unique and interactive way for fans to stay engaged with the content they love.