FAQ

BEM, through its BEM Ad Network platform, enables brands, artists, and IPs to run advertising campaigns directly across UGC gaming platforms such as Fortnite and Roblox.

Our offering is built around six main advertising formats: Billboard, NPC, Portal, Radio Box, 3D Asset, and Wearable. Each format has its own characteristics, interaction mechanics, and use cases within gameplay environments. A Survey format is also available.

Campaigns are commercialized through different pricing models adapted to the nature of each format, primarily based on impressions or interactions.

Some formats are therefore billed according to the number of exposures generated, while others are based on actions performed by players within the experience itself.

These formats are designed to integrate directly into gameplay and immersive environments through native visibility, interaction, and engagement mechanics adapted to UGC platform usage patterns.

Yes. Campaigns can range from standardized media activations to fully customized immersive experiences. Certain activations may include specific mechanics such as quests, interactive objects, narrative scenarios, rewards, or player journeys connected to the brand.

Yes. On both Fortnite and Roblox, advertising formats can be replaced or updated during an active campaign depending on the format involved and the associated technical constraints.

In practice, the same advertising placement or format can host a new creative during the campaign, whether it involves a new visual, a different video, or a creative update linked to the activation and the gaming environment.

These updates may however require additional technical operations, including in-game format updates and redeployment of the relevant experience version. Additional technical fees may therefore apply depending on the nature of the requested changes and the platforms involved.

BEM primarily enables brands to reach Gen Z and Gen Alpha audiences through a network of several thousand high-traffic games across Fortnite, Roblox, GTA RP, and ZEPETO, representing a combined monthly audience of more than 500 million users worldwide. Campaigns can be activated locally or internationally depending on the brand’s objectives.

BEM selects games based on traffic, retention, average time spent, thematic relevance, gameplay mechanics, and their ability to integrate branded content naturally within the experience. The BEM network includes several thousand high-traffic games and several hundred onboarded creators. Games can be activated individually or through multi-experience packages depending on the brand’s objectives in terms of reach, frequency, targeting, or audience affinity.

Available games cover a wide range of categories including fashion, sports, music, retail, automotive, art, escape rooms, lifestyle experiences, as well as competitive and community-driven environments.

BEM’s solutions are currently available across multiple gaming environments including Fortnite, Roblox, The Sandbox, ZEPETO, and Grand Theft Auto V RP servers.

A gaming campaign is not solely based on advertising exposure. Formats are integrated directly into the environment and can become part of the user experience through interactions, gameplay mechanics, virtual objects, or community-driven features.

Yes. Gaming campaigns can be integrated into cross-platform strategies including influencer marketing, social media, media amplification, video content, events, or IRL activations.

Yes. Campaigns can be deployed across specific universes such as sports, fashion, automotive, music, lifestyle, retail, competitive gaming, RP, social experiences, or community-driven environments.

On platforms such as Roblox and Fortnite through Epic Games, advertising campaigns generally do not rely on individual ad targeting comparable to traditional social media platforms. These environments strongly limit the use of personal data and certain forms of behavioral targeting, particularly for underage users.

Targeting therefore mainly relies on a probabilistic and contextual approach. In practice, campaigns are deployed within experiences whose audience structures are known and analyzed through aggregated data such as player demographics, dominant age groups, geography, gameplay types, usage patterns, and historical audience data.

For example, if an experience or group of experiences historically shows an audience composed of approximately 75% of users aged 15–25, it becomes reasonable to estimate that a significant share of delivered impressions will reach this age group. However, this does not constitute an exact impression-by-impression guarantee nor certified individual-level targeting.

The objective of probabilistic targeting is therefore to optimize exposure probability toward specific audiences by selecting the gaming environments, creators, and experiences most aligned with the campaign’s objectives.

Yes. UGC gaming platforms are inherently global environments. Campaigns can be activated locally within a specific market or deployed internationally depending on the selected creators, experiences, and campaign objectives.

The budget primarily depends on the level of customization, media volume, activated platforms, and associated content production.

Certain standardized media activations can be launched quickly within existing experiences, while fully customized immersive operations involving gameplay production, specific mechanics, video content, and amplification require larger investments.

BEM adapts each activation according to the brand’s objectives, whether it involves a test campaign, a one-time activation, or a more strategic long-term partnership.

The timeline depends on the complexity of the activation.

A standardized media activation using existing formats within already available experiences can be deployed within a few days.

Campaigns involving custom experiences, quests, dedicated assets, narrative mechanics, video production, or multi-creator coordination require additional production, validation, and technical testing. Some activations can therefore be prepared within a few days, while others may require several weeks.

Media buying corresponds to the distribution of advertising formats within selected gaming experiences, including impressions, interactions, reach, or engagement generated by the activated formats.

Technical fees cover the production, integration, and adaptation of content within gaming environments, including asset creation, gameplay mechanic development, technical integration, video production, or creative design.

Games are selected according to multiple criteria including traffic, retention, average time spent, player engagement, thematic relevance, production quality, technical stability, and the ability to integrate branded content naturally within the experience. BEM also prioritizes games capable of maintaining consistent activity levels and sustained audience engagement over time.

Yes. BEM can work directly with advertisers or in collaboration with media agencies, creative agencies, and influencer agencies. Campaigns can be integrated into broader media plans including social media, influencer marketing, video content, digital amplification, or event activations. Activations are structured with recommendations, KPIs, timelines, reporting, and deliverables aligned with agency and enterprise standards.

Yes. BEM enables brands to integrate advertising formats directly into existing games within the network without requiring the creation of a dedicated game. This approach allows brands to quickly access already active audiences while limiting production costs and deployment timelines.

Fortnite and Roblox are built around different usage dynamics.

Fortnite is particularly suited for immersive, competitive, and event-driven experiences with a strong visual and community dimension.

Roblox stands out through a younger audience, a highly mobile-first usage structure, and an extremely large volume of user-generated experiences. Advertising formats, user behaviors, social mechanics, and technical constraints therefore differ depending on the gaming environment.

Yes. Although UGC gaming platforms operate globally, campaigns can be oriented toward specific countries through the selection of games, creators, languages, gaming environments, and activations adapted to the targeted market. However, targeting remains probabilistic and contextual rather than based on individual user-level targeting.

The objective of UGC gaming is not to replicate traditional advertising formats, but to integrate brands in a way that is consistent with the user experience. Formats are designed to integrate naturally within environments, gameplay, or narrative mechanics in order to preserve the player experience while strengthening brand recall.

Yes. On both Fortnite and Roblox, campaigns operated through BEM Ad Network are based on guaranteed volumes of impressions and/or interactions.

In practice, when a campaign includes a defined volume of impressions and/or interactions, delivery continues until the contractual objectives are reached. Advertising formats therefore remain active within the selected games until the expected performance levels are delivered.

Actual delivery timelines may vary depending on the formats used, the activated experiences, seasonality, or the traffic levels observed across the selected games. BEM adjusts campaign delivery and mobilized inventory accordingly to ensure the agreed campaign volumes are achieved.

In some cases, campaign objectives may be reached before the initially planned end date. The client may then choose either to stop the campaign once contractual performance has been achieved or to extend the activation until the planned end date by increasing the associated media volume.