"For the first time ever, the total number of brand integrations inside experiences on Roblox, Fortnite and other user-generated content platforms exceeded the number of active brand-owned worlds across platforms in 2025, according to data platform GEEIQ's upcoming State of Brands in Virtual Worlds 2026 report. Between January and December of last year, brands launched 335 integrations and 252 owned worlds, per the report, marking a 57-percent year-over-year decrease in brand-owned worlds and a 14-percent increase in integrations during the same period."
"Since GEEIQ published its first report about advertiser activity inside virtual worlds in 2023, the company's annual State of Brands in Virtual Worlds reports have been among the few sources of concrete numbers regarding the trajectory and nature of advertising spend inside metaverse platforms like Roblox and Fortnite. This year's State of Brands in Virtual Worlds report combined numbers from GEEIQ's data platform with insights gleaned from a survey of over 50 leading developer studios and individual creators in the UGC space."
GEEIQ's data shows that in 2025 brand integrations inside user-generated experiences outnumbered active brand-owned worlds. Between January and December 2025 brands launched 335 integrations and 252 owned worlds, representing a 57 percent year-over-year decline in owned worlds and a 14 percent rise in integrations. Early branded worlds rose from novelty and hype, but novelty diminished and audience-building became harder without large marketing budgets. Building and maintaining owned worlds remains costly, and brands increasingly prefer integrations that deliver more measurable results. GEEIQ combined platform data with a survey of over 50 developers and creators to reach these findings.
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