e.l.f. Beauty financial literacy game on Roblox hits 1.7 million plays as brand aims to be on pulse of Gen Z culture

e.l.f. Beauty reports that its financial literacy game on Roblox has pulled in 1.7 million plays thus far.

Fortune Island: Earn. Learn. Flex is designed to help Gen Z players develop money management skills through interactive challenges. The experience was developed by metaverse studio Karta in partnership with Chime and marks the first time a beauty brand has introduced financial education on the platform.

In a LinkedIn post, Patrick O'Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, said: "1.7 million plays - and every single one matters. That’s 1.7 million chances to change the game on financial literacy. With Fortune Island on Roblox, we became the first beauty brand to build a financial literacy experience, because we believe beauty isn’t just skin deep - it’s about confidence, control, and future readiness.”

He added: "As a leader, this matters deeply to me - especially when it comes to supporting young girls. Girls are dropping out of financial conversations too early. We built this to bring them back in - stronger, smarter, and more self-assured. We’re meeting our community where they are - gaming - and giving them tools they can use IRL: how to budget, how to save, how to grow. With 88K+ daily visits and a 95% approval rating, it’s clear: when you lead with purpose, the next generation listens - and levels up."

“The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time,” said Justine Higueras, Head of Beauty Partnerships at Roblox.

“This includes e.l.f., a fan favourite already with proven success on the platform, and now Chime coming together to engage and empower our community of millions of Gen Z users, and look for creative, new ways to enhance their experience on and off the platform.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.