iion Launches World-First Roblox Experience Using a Self-Serve Platform for Chupa Chups

In a global-first initiative, iion, a leading game advertising platform, has launched a creative avatar sponsorship for Chupa Chups in the Roblox gaming universe. The ‘Munch While Gaming’ campaign redefines in-game advertising by integrating Chupa Chups-branded digital items and in-game billboards, creating a fully interactive brand experience for players.

The campaign allowed gamers to personalise their avatars with Chupa Chups-branded Accessories – including hats, sunglasses, and racing gear – resulting in nearly 18,000 hours of branded wear time. This prolonged exposure transformed passive advertising into an organic, attention-driven brand presence. Alongside avatar sponsorships, in-game billboards reinforced brand visibility, mirroring real-world out-of-home advertising strategies within the virtual environment.

“This activation is a perfect example of how brands can seamlessly integrate into gaming worlds to capture attention and build authentic connections,” says Yun Yip, iion’s Chief Commercial Officer. “With immersiion, our self-serve platform, we’ve made it effortless for brands to execute high-impact gaming activations that resonate with audiences in a meaningful way.”

A Fresh Approach to Brand Integration in Gaming

Beyond engagement, the campaign generated tangible business results. A brand lift study measuring awareness, likeability, and purchase intent found that the activation drove a 22% increase in brand awareness and a 57% rise in purchase intent.

Additional insights revealed that 82% of players preferred Cola or Strawberry & Vanilla flavours, while 44% associated Chupa Chups with social moments shared with Friends – showcasing the deep brand connection fostered through immersive gaming experiences. It also provided another angle for their future creative strategy. This activation highlights the power of game advertising in today’s attention economy, proving that brands can move beyond traditional ads to create meaningful, measurable interactions and outcomes inside gaming environments.

As gaming continues to grow as a key advertising channel, campaigns like Chupa Chups’ set a new benchmark for how brands can thrive in virtual spaces.