Paris Hilton's latest venture into the virtual realm, "Slivingland," within the popular Roblox platform, has garnered significant attention, with more than 3.2 million users engaging with the experience since its launch in August 2023 until February 2024. According to a report jointly authored by Hilton's 11:11 Media and the Metaverse research think tank Geeiq, this level of exposure is estimated to be equivalent to the reach of a $60 million traditional advertising campaign. Roblox, serving as the backdrop for "Slivingland," boasts a vast user base of over 71 million daily users as of the fourth quarter of 2023, generating substantial revenue of $2,799.3 million for the same year, marking a 26% year-over-year increase.
The report highlights that "Slivingland's" advertising equivalent constituted approximately 2.6% of Roblox's total earned media equivalent in 2023, illustrating the significant impact of Hilton's virtual endeavor. The success of "Slivingland" is attributed in part to a synergistic TikTok campaign that ignited widespread interest and engagement, particularly among Hilton's fan base. With a focus on entertainment and fashion, "Slivingland" serves as a perennial destination for Paris Hilton enthusiasts worldwide, capitalizing on Roblox's avatar customization and self-expression features, which resonate with both the Roblox community and Hilton's followers.
Hilton's Roblox experience reportedly saw substantial in-game purchases, with "nearly half a million" emotes sold during a two-month period in late 2023. Each emote, priced at 100 Robux, Roblox's native currency, translates to approximately $1.25 depending on the method of Robux acquisition. However, the revenue share received by Hilton from Roblox remains undisclosed. This venture isn't Hilton's first exploration into the world of Roblox, as she previously introduced "Paris World" on the platform in October 2021, embracing her self-proclaimed title as the "queen of the metaverse."
Beyond her involvement in Roblox, Hilton's entrepreneurial endeavors extend to the blockchain realm, with investments in Story Protocol, a blockchain-based intellectual property ownership network. Backed by Hilton's 11:11 Media and Andreessen Horowitz, Story Protocol secured $54 million in funding in September 2023. Furthermore, Hilton continues to expand her presence in the metaverse, announcing the launch of a romance-themed virtual experience titled "Paris" on The Sandbox for Valentine's Day 2023. Described as a blend of virtual reality dating and a real-life dating show, "Paris" further underscores Hilton's commitment to exploring innovative avenues within the evolving landscape of digital entertainment.
