Superdrug has revealed its Roblox partnership has drawn in nearly one million players.

Earlier this year, the health and beauty retailer launched a new branded obstacle game titled ‘Superdrug Obby’ on the platform to celebrate its 60th birthday.

Available for a limited time, the game consisted of three themed obstacle courses based on the retailer’s own brand ranges: ProCare, Fruity and Solait.

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With a positive brand experience for gamers being its main focus, the obby focused on creating a fun and educative space for young gamers, with educational sections on the importance of oral care and sun care.

Speaking to Mobile Marketing Magazine, Superdrug, Online Business, Customer and Marketing Director, Matt Walburn, said: “This has been our first foray into the digital gaming world, and to be the first health and beauty retailer to collaborate with Roblox has been a really exciting project for us.

“We set up the collaboration to engage a new customer and reach a demographic increasingly drawn to digital entertainment. It’s great to see that we have achieved such a high engagement, with the number of players far surpassing our benchmark.”

Meanwhile, the number of players far surpassed company expectations, with engagement doubling the health and beauty retailer’s benchmark to 40%.

Users who completed the game could redeem a code for a free Fruity shower gel in any Superdrug store, resulting in around 2,000 redemptions and potentially converting new shoppers into regular customers.

To encourage participation, Superdrug also offered unique in-game items and collaborated with influencers like Yammy and The Kabs Family.

This strategy led to over 35,000 user-generated content items redeemed and a significant social media presence. The in-store redemptions allowed players to engage with Superdrug in real life, enhancing the campaign’s overall objectives.

Walburn added: “We launched the obby in Roblox as part of our 60th Birthday celebrations and our initial strategy was to interact with a new generation and introduce them to Superdrug in a place where they already play. Offering free and unique UGCs was a natural step in engaging users.

“The in-store redemptions allow for players to take their experience offline and engage with Superdrug in real life, discovering the in-store experiences that online shopping can’t offer.”