M3GAN 2.0 hits Roblox as sci fi horror movie sequel launches in cinemas around the world

M3GAN 2.0 (pronounced Megan 2.0) opened in cinemas around the world this weekend.

A sequel to viral horror/sci fi hit M3GAN (2022), the plot follows M3GAN, a life like AI powered doll programmed to be a child’s ally that goes rogue, being rebuilt to combat an out of control humanoid military robot put together using her technology.

To promote the movie, M3GAN has ventured on to the Roblox platform.

In a LinkedIn post, Stephanie Latham, Vice President Global Brand Partnerships & Advertising at Roblox, said: "M3GAN is back - and not just on the big screen. Now on Roblox, users can join her to take down a new nemesis, Amelia, across fan favourite games like Clip It, Evade, and Piggy. Defeat Amelia and unlock your very own M3GAN companion to follow you across Roblox.”

She added: “Want less battle, more boogie? Head to M3GAN’s lair for a dance party and earn a free emote. She does adapt to you, after all. Big thanks to our partners at NBCUniversal and Blumhouse for bringing everyone’s favourite AI diva to Roblox - and to our amazing devs and entertainment teams for making it unforgettable.”

dance like nobody’s watching… except #M3GAN2 👀 pic.twitter.com/akeMt75n8G

— Universal Pictures UK (@universaluk) June 27, 2025

Beetlejuice Beetlejuice

A Roblox game based off on 2024’s Beetlejuice Beetlejuice, directed by Tim Burton and starring Michael Keaton, which included a virtual Fandango box office where players could purchase movie tickets, lifted theatre release awareness and intent to visit the theatre, according to a case study from Roblox.

“You have to combine the tactile, the emotional and the virtual,” Paul Dergarabedian, Senior Media Analyst at Comscore, told Los Angeles Times. “That’s what smart marketing is doing today to make the movie theatre as relevant, or more relevant to young people than ever before.”

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.