In a groundbreaking move that blends cinematic storytelling with immersive digital engagement, DreamWorks' How to Train Your Dragon has set a new standard in movie marketing. Ahead of its live-action theatrical release on June 13, the studio launched an interactive Roblox experience — and the results speak volumes about the future of entertainment marketing.

The Roblox Experience: Measurable Success in Under One Month

• 28.72 million visits within weeks

• 1.31 million average daily visits

• 553,000+ favorites

• 11,590 average active players

• Average session time: 11 minutes and 39 seconds

These are not just vanity metrics. They represent sustained, high-quality user engagement. For context, most brand-led digital activations rarely reach these levels of organic interaction — particularly in such a short window.

Why This Matters for Marketers

From Passive Viewing to Active Storytelling

This activation flipped the script on traditional trailers and press junkets. By letting fans play in the world of Berk — ride dragons, explore environments, and build memories — DreamWorks turned a film into an experiential brand. That kind of immersion deepens audience connection in a way no 30-second TV spot can.

Gaming Is the New Social Channel

With Gen Z and Gen Alpha spending more time on platforms like Roblox and Fortnite than on legacy social media, the marketing battlefield has shifted. This campaign shows that gaming experiences can be more than product placements or skins — they can be narrative extensions of the brand.

Attention Is the New Currency — and This Captured It

An 11+ minute average session time is nearly unheard of in digital marketing. The Roblox activation didn’t just capture attention; it held it. That’s powerful real estate for any brand looking to tell a story, seed a message, or drive awareness.

It Builds Hype, Not Just Awareness

Roblox users didn’t just learn about the movie — they emotionally invested in it. The experience created anticipation by making the film feel like their world. When that audience goes to the theater, they’re not just viewers; they’re stakeholders.

Lessons for Brand and IP Owners

• Think beyond content. Think experience.
  Your audience doesn’t just want to watch — they want to play, co-create, and explore. Give them digital spaces to do it.

• Meet your audience where they are.
  Roblox wasn’t just a trendy platform — it was the right platform for the franchise’s young, digital-native fanbase.

• Build community early.
  The massive engagement numbers reflect a community that was activated before the film even hit theaters — a ready-made fanbase primed for launch day.

Let’s not just advertise. Let’s build worlds worth exploring.

Explore solutions like these with Mana!