Milestone for e.l.f. Beauty financial literacy game on Roblox as US brand targets Generation Z players

e.l.f. Beauty’s recently launched 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.”

Love, Your Mind World

Earlier this year, the Ad Council launched Love, Your Mind World, an immersive mental health experience on Roblox designed to provide teens with expert backed mental health resources through interactive gameplay.

Developed in collaboration with dentsu, The Gang, and corporate partners, it marked the Ad Council’s first nonprofit mental health experience on the platform.

Walmart is supporting the initiative by integrating a direct portal to Love, Your Mind World within its Walmart Discovered experience on Roblox. Justin Breton, a marketing executive at Walmart, wrote in a LinkedIn post, "We’re proud to support this initiative, helping connect teens with expert vetted mental health resources in a way that feels natural, engaging, and fun."

The experience offers interactive challenges, guided meditations, and mindfulness exercises designed to help users develop strategies for managing emotions, seeking support, and prioritising mental well-being. Players can engage in three unique gameplay zones, known as obbies, which were designed in collaboration with mental health professionals.

Laurie Keith, Vice President of Emerging Media & Technology at the Ad Council, wrote in a LinkedIn post, "The Love, Your Mind World meets teens where they are and provides real tools to prioritise their mental well-being through interactive gameplay."

The project includes contributions from Headspace, which has integrated in-game mindfulness exercises, and e.l.f. Beauty, which has developed a virtual guide character to assist players. Other brand partners have contributed virtual merchandise and engagement tools to further enhance the experience.

The initiative is part of a broader effort to engage young audiences in mental health education through digital platforms they already use. The Ad Council and its partners emphasise that immersive environments like Roblox offer opportunities to reach teens with accessible, interactive mental health support.

Keith added: "When I stepped into my role leading Emerging Media & Tech, I saw Roblox as an untapped space where nonprofits could engage audiences through gamified storytelling and build communities around a cause. Thanks to our incredible partners, mental health experts, brands, and creators - we’ve made that vision a reality.”