Petrex is transforming how global brands engage with Gen Z and Gen Alpha through immersive gaming experiences.
In today’s fast-paced digital landscape, brands are scrambling to capture the fleeting attention of younger generations. As traditional social media loses its effectiveness, a new frontier is emerging where brands can create lasting, meaningful connections. Welcome to the world of gaming, and at the forefront of this shift is Petrex Pty Ltd, an Australian-born metaverse marketing studio that is reshaping the future of brand engagement.
The Evolution of Brand Engagement
For over a decade, social media marketing was the go-to strategy for reaching young audiences. But that playbook is quickly becoming obsolete. Platforms like Instagram and TikTok, once vibrant spaces for brand interaction, have become overcrowded, expensive, and increasingly less effective. Gen Z and Gen Alpha, the core audiences that brands crave, have grown wary of oversaturated feeds and short-lived impressions.
Peter Starodubtsev, the founder and Head of Brand Partnerships at Petrex, sees this shift as an opportunity. “Brands win when they show up where people actually spend time, not where they scroll out of habit,” he says. For the younger generations, that place is no longer social media, it’s in-game experiences within platforms like Roblox, Fortnite Creative, and Minecraft.
As more brands struggle to break through the noise on traditional social media, Petrex offers a refreshing solution. By building fully immersive, interactive brand activations inside gaming worlds, Petrex taps into the deep, sustained engagement these platforms offer. While social media impressions often last mere seconds, in-game experiences can keep players interacting for 10 to 20 minutes, forging a stronger emotional connection.
Petrex’s Distinctive Approach
What makes Petrex different from other agencies trying to break into this space? Unlike most companies that simply slap logos on existing games, Petrex builds everything in-house. From creative strategy to technical integration, the company controls every aspect of the process, ensuring quality, consistency, and fast execution. This approach not only gives Petrex a creative edge but also allows them to deliver measurable results that prove the effectiveness of their campaigns.
One of the standout features of Petrex’s work is their ability to create experiences, not interruptions. Rather than just dropping branded content into a game, Petrex turns brands into interactive missions, challenges, and rewards. This leads to deeper, more meaningful interactions. For example, campaigns for clients like Sam’s Club, Jurassic World, and Strawberry Shortcake have led to over 500,000 engagements in their first month, with players spending 10 to 20 minutes participating in game-based brand missions and worlds.
“Brands don’t need to fight for attention in an overcrowded feed anymore,” Peter notes. “In the gaming world, they’re participating in a social ecosystem where users are already deeply engaged. The experience isn’t passive, it’s interactive and rewarding.”
A Proven Track Record
Petrex’s success is evident in the metrics. Their campaigns have been delivering unparalleled results in terms of engagement. For instance, the company recently helped the iconic brand Strawberry Shortcake reconnect with Gen Z audiences, generating over 1.5 million meaningful interactions in just 15 days. Players spent an average of 14.8 minutes per engagement, a far cry from the seconds-long impressions typical on social media.
Their work with Jurassic World and NBCUniversal is another prime example. In an interactive campaign inside the popular Roblox game “Chained,” Petrex integrated narrative, gameplay, and brand identity, driving high retention rates and repeat play sessions. The campaign generated over 12 million engagements, showcasing the immense potential of gaming platforms for long-term, impactful brand activations.
The Future of Marketing
So, why should brands take notice of Petrex’s approach? The answer lies in the changing dynamics of digital engagement. Social media is still an important tool, but it’s no longer the dominant space for connecting with young audiences. “The next marketing advantage won’t come from louder ads; it’ll come from richer experiences,” Peter explains.
Gaming offers brands a unique opportunity to bypass the fragmented, algorithm-dependent nature of social media and connect with their audience in an organic and immersive environment. In gaming, brand experiences are not interruptions, they’re integrated, engaging, and enjoyable. Petrex’s campaigns reflect this shift, helping companies pivot from outdated marketing tactics to modern, performance-driven strategies.
With over 50 million monthly engagements and countless successful brand partnerships, Petrex is proving that the future of digital marketing lies in the immersive worlds of gaming. As more global brands make the leap into the metaverse, Petrex stands ready to guide them toward success.
Take the Leap into Gaming-Based Marketing
If your brand is looking for new ways to engage with younger audiences and break free from the clutter of social media, Petrex offers a proven pathway. By crafting compelling in-game experiences, Petrex ensures that brands don’t just get noticed, they get remembered.
To learn more about how Petrex can help your brand thrive in the metaverse, visit their website at petrex.io or connect with Peter on LinkedIn here. Ready to create the next big brand activation? It’s time to enter the world where Gen Z and Gen Alpha are spending their time, gaming.
