UGC and virtual merchandise
Avatar clothing, emotes, collectibles and virtual shops on Roblox, designed and built by SEED
UGC and virtual merchandise
Let people carry a piece of your brand world with them. Production studio SEED creates Roblox avatar clothing, emotes, collectibles and virtual shops for brands and artists. We combine item design, 3D production and platform knowledge, from concepts to launch.
How we work
Players carry virtual merchandise on their avatar into every experience they visit. Items can reward play, show which artist a fan supports or launch a product drop.
What we can deliver
- Avatar clothing and accessories
- Pets and wearable collectibles
- Dance moves and emotes
- Artist and creator shops on Roblox
- Reward items tied to mini-games
- Modular spaces for product drops
Clients
Our work
Selected projects in ugc and virtual merchandise
More gaming work
What is UGC in gaming?
On platforms such as Roblox, UGC means avatar items, clothing and accessories that players buy or earn to customise their character. When a brand or artist releases official UGC, such as the Pink Friday 2 items in Nicki Minaj’s Gag City, players wear them across the platform, not only inside one experience.
What virtual merchandise can a brand release?
Clothing, accessories, pets, collectibles, dance moves and emotes. For Nicki Minaj’s Gag City, we created avatar clothing, dance moves and an Anaconda shoulder pet. TWICE Square, BLACKPINK The Palace and Sunsilk City each include virtual merchandise, and TWICE Square adds collectibles.
Can virtual merchandise earn revenue?
It can. A UGC strategy and in-game items can bring in revenue and give players something to keep. Items can be sold in a shop, as in an artist store such as Gag City, or given as rewards for play, as in Sunsilk City. The route depends on the campaign’s goal.
Do we need our own world to release UGC?
No. Items can sit inside a fan hub such as BLACKPINK The Palace or TWICE Square, in a focused shop such as Nicki Minaj’s Gag City or the Makeship Marketplace, or be released on their own. We recommend the route from the audience and the launch plan.
How do you keep items true to the brand?
Items are designed from your campaign references, artwork and product designs, then adapted to the platform’s avatar proportions and rules. Gag City draws on Pink Friday 2 imagery, and BLACKPINK The Palace’s rooms take their cue from the group’s music videos. You review the designs before they are published.