780,000,000+Total Visitors

THE CHALLENGE

Building on Blockbuster Momentum with the Next Generation

Following the massive success of the first Wicked film, Universal Pictures wanted to sustain and amplify that excitement ahead of the sequel, Wicked: For Good. The target audience was clear: female Gen Z and Gen Alpha viewers who had already fallen in love with the world of Oz.

The challenge was reaching them where they actually spend their time, not through traditional ads, but through the interactive experiences they're already immersed in every day. Roblox was the obvious destination with over 380 million monthly players, but simply placing a banner ad wasn't going to cut it.

THE APPROACH

Why Brookhaven Was the Perfect Fit

Universal Pictures partnered with Voldex to bring Wicked: For Good into Brookhaven, the most visited game in Roblox history. Brookhaven's social roleplay format was a natural match: players already spend their time adopting personas, decorating homes, and creating stories, making it the ideal canvas for an immersive Wicked experience.

Voldex's in-house creative team worked directly with NBCU to design every element, ensuring the integration felt native to Brookhaven's world while staying true to teh Wicked brand

THE EXPERIENCE

Bringing the World of Oz to Life in Brookhaven

The Wicked: For Good integration gave Brookhaven players a full suite of themed roleplay elements to explore. Players could visit The Emerald City itself, a fully realized in-game landmark, move into Wicked-themed houses, dress up in character costumes from the film, drive themed vehicles, trigger Wicked emotes, interact with branded props, and listen to music from the soundtrack.

Every element was designed to encourage organic engagement. Players didn't just see the Wicked brand; they played with it, shared it with friends, and made it part of their own Brookhaven stories.

THE RESULTS

A Record-Breaking Campaign for a Record-Breaking Film

The Wicked: For Good integration delivered over 780 million visitors engaging with the branded experience on Roblox, putting the film in front of exactly the Gen Z and Gen Alpha female audience Universal was targeting. The campaign was part of a broader marketing push that helped Wicked: For Good debut at number 1 at the box office, setting an all-time record as the biggest opening weekend for a Broadway adaptation in history, surpassing the original Wicked's record from the year before.

780M+Roblox visitors
#1opening weekend at the box office
$147MDomestic Opening Weekend
$223Mglobal opening weekend