2024 RTIH Innovation Awards finalist Obsess talks ‘game-changing’ Roblox and Shopify partnership

Roblox recently announced Shopify as its first physical commerce partner on the platform. The tie up means brands will soon be able to sell physical items on Roblox, set to launch in early 2025.

Obsess, an experiential e-commerce platform, has taken to social media to explain why this is game-changing.

In a LinkedIn post, the company said: “Gamification is front and centre: brands are increasingly turning to gamification to capture consumer attention, making platforms like Roblox the natural next step. With Shopify’s integration, expect even more immersive activations, now backed by conversion and sales ROI.”

Brands can also create exclusive drops that encourage users to match their avatars in real life. This potential to build brand hype and affinity for limited edition items - digital and physical - is powerful, especially with Roblox’s engaged user base, Obsess believes.

It cites a recent Roblox survey that found 43% of Gen Z users want "twinning" items across physical and digital worlds, pointing to a shift in brand strategies to blend UGC with branded products.

The partnership will also serve as a testing ground for future e-commerce trends. Brands leveraging Roblox’s gamified experiences will carry these interactive, discovery driven elements into their own web e-commerce for long-term impact.

Obsess concluded: “We’ve seen firsthand how virtual, discovery driven experiences transform consumer loyalty, engagement, and conversion, making the Roblox x Shopify partnership monumental for the future of retail.”

2024 RTIH Innovation Awards

Obsess is among the finalists at the 2024 RTIH Innovation Awards.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Obsess is shortlisted in the Virtual Store of the Year category for partnering with J.Crew, e.l.f cosmetics, Alo Yoga and Mytheresa earlier this year to develop the first shopping apps for Apple Vision Pro, which combined Apple’s spatial computing technology with its proprietary virtual shopping technology.

Check out a full rundown of our 2024 finalists here,

Key 2024 RTIH Innovation Awards dates:

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.