{
  "title": "Roblox Brand Experience Observatory 2026",
  "version": "1.0.0-pilot",
  "observed_at": "2026-09-30T00:00:00Z",
  "license": "CC BY 4.0 for original dataset structure and researcher coding; third-party sources retain their own terms.",
  "sample_definition": "A purposive, reproducible pilot registry of seven consumer-brand Roblox initiatives with official evidence, a resolvable public Roblox place ID, and a current public-metadata observation. It is not an adoption-rate denominator.",
  "initiatives": [
    {"brand":"Nike","sector":"Sportswear","initiative":"NIKELAND","official_status":"verified","experience_url":"https://www.roblox.com/games/7462526249/NIKELAND","place_id":7462526249,"universe_id":2906645204,"evidence_url":"https://nike.jp/nikebiz/news/2021/11/22/4956/","launch_date":"2021-11-18","state":"campaign-ended","still_accessible":false,"observed_at":"2026-09-30T00:00:00Z","visits":null,"playing":null,"favorites":null,"last_public_update":null,"note":"Restricted public response; no zero metrics inferred."},
    {"brand":"Vans","sector":"Sportswear","initiative":"Vans World","official_status":"verified","experience_url":"https://www.roblox.com/games/6679274937/Vans-World-Skateboarding","place_id":6679274937,"universe_id":2516283984,"evidence_url":"https://about.roblox.com/newsroom/2021/09/vans-launches-vans-world-skatepark-experience-roblox-metaverse","launch_date":"2021-09-01","state":"persistent","still_accessible":true,"observed_at":"2026-09-30T00:00:00Z","visits":145069929,"playing":47,"favorites":661558,"last_public_update":"2026-09-11T18:12:01.934Z"},
    {"brand":"Walmart","sector":"Retail","initiative":"Walmart Discovered","official_status":"verified","experience_url":"https://www.roblox.com/games/13398230007/Walmart-Discovered","place_id":13398230007,"universe_id":4664112354,"evidence_url":"https://corporate.walmart.com/news/2023/09/26/walmarts-new-virtual-experience-walmart-discovered-is-inspired-by-the-community","launch_date":"2023-09-26","state":"persistent","still_accessible":true,"observed_at":"2026-09-30T00:00:00Z","visits":39329430,"playing":0,"favorites":129342,"last_public_update":"2026-09-24T21:56:45.968Z"},
    {"brand":"Spotify","sector":"Media & entertainment","initiative":"Spotify Island","official_status":"verified","experience_url":"https://www.roblox.com/games/8209480473/Spotify-Island","place_id":8209480473,"universe_id":3151831332,"evidence_url":"https://newsroom.spotify.com/2022-05-03/spotify-island-brings-new-experiences-for-fans-and-artists-to-roblox/","launch_date":"2022-05-03","state":"persistent","still_accessible":true,"observed_at":"2026-09-30T00:00:00Z","visits":43261772,"playing":0,"favorites":199106,"last_public_update":"2025-05-12T11:12:56.943Z"},
    {"brand":"Chipotle","sector":"Restaurants","initiative":"Chipotle Burrito Builder","official_status":"verified","experience_url":"https://www.roblox.com/games/7603178367/Chipotle-Burrito-Builder","place_id":7603178367,"universe_id":2953939965,"evidence_url":"https://newsroom.chipotle.com/2025-04-29-CHIPOTLE-LAUNCHES-INGREDIENT-QUEST-EXPERIENCE-ON-ROBLOX-AND-MORE-THAN-1-MILLION-IN-FREE-CHIPOTLE-FOR-CINCO-DE-MAYO","launch_date":"2021-10-28","state":"persistent","still_accessible":true,"observed_at":"2026-09-30T00:00:00Z","visits":38157933,"playing":11,"favorites":255481,"last_public_update":"2026-08-28T14:50:20.630Z"},
    {"brand":"Tommy Hilfiger","sector":"Fashion","initiative":"Tommy Play","official_status":"verified","experience_url":"https://www.roblox.com/games/9129288160/Tommy-Play","place_id":9129288160,"universe_id":3428694728,"evidence_url":"https://newsroom.tommy.com/pressroom/download?id=9480&pn=TOMMY-HILFIGER-Return-to-NYFW-Press-Release_FINAL-3.pdf","launch_date":"2022-03-18","state":"persistent","still_accessible":true,"observed_at":"2026-09-30T00:00:00Z","visits":63856816,"playing":18,"favorites":140867,"last_public_update":"2026-04-21T16:49:37.667Z"},
    {"brand":"e.l.f. Beauty","sector":"Beauty","initiative":"Fortune Island","official_status":"verified","experience_url":"https://www.roblox.com/games/120348824636499/Fortune-Island","place_id":120348824636499,"universe_id":7554228751,"evidence_url":"https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/12-18-2025-200509188","launch_date":"2025-04-17","state":"persistent","still_accessible":true,"observed_at":"2026-09-30T00:00:00Z","visits":4041339,"playing":0,"favorites":35563,"last_public_update":"2026-09-03T21:46:35.414Z"}
  ]
}