Wicked: For Good movie breaks records on Roblox platform ahead of theatrical release this week
Wicked: For Good isn't even out yet, but the movie is already breaking box office records. Ahead of its release later this week, Fandango confirmed that it had become the best PG rated ticket pre-seller of all time.
It is also making waves in the wonderful world of Roblox.
In a LinkedIn post, Michael Anderson, Digital Marketing Manager at Universal Pictures, said: "Last weekend, Wicked delivered one of - if not the - biggest brand integrations ever on Roblox leading up to our release of Wicked: For Good."
"In not one, not two, but three massive experiences: Dress To Impress, Brookhaven, and Wicked RP, we saw Wicked make history with record breaking engagement, fan excitement, and platform wide impact."
Highlights included:
Dress To Impress
The largest and most successful brand activation in DTI history with: 2.3 million sign-ups prior to launch,; around 30 million play sessions in the first 48 hours.
Universal Pictures also partnered with Oscar winner Paul Tazewell, giving away millions of exclusive dress designs that could only be claimed within the first 24 hours.
Brookhaven
One of the biggest games on Roblox hosted its first ever brand integration - brought to life by Voldex, JD Black, and the Franchise team. They brought custom Wicked in-game items, vehicles, houses, and locations to millions of players.
Wicked RP
The custom built, owned Wicked RP created by Sawhorse Productions now has 23.5 million+ total player visits to date and a 92% rating on 50k+ reviews. An Emerald City update uses high fidelity builds based off the Oscar winning set designs.
Anderson concluded: “This is truly a career movie and one of my favourite projects to have had the honour to work on. To everyone who made this milestone possible, from our Universal teams and to our partners at Roblox and all of the developers we worked with, thank you for bringing the world of Oz to life for fans across the globe."
2025 RTIH INNOVATION AWARDS
Immersive experiences were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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