BIS Debuts on Roblox with Immersive Experience

BIS Jumps into Gen Z Culture on Roblox with Humorous, Interactive Experience

BIS, a popular wafer brand from Mondelez Brazil, has launched an experience on Roblox, bringing its unique humor and the iconic Morumbi Stadium into the gaming universe. This debut occurs on one of the most beloved digital platforms among Gen Z and Alpha audiences. Ana Assis, Marketing Manager for BIS at Mondelez Brazil, articulated the brand’s strategic decision: “Roblox isn’t just a game; it’s about culture, chat, and connection. We want to be where our fans are—whether in stadiums, on social feeds, or in digital universes like this one. And always in our style: being funny, interactive, and leaving people wanting more.” This approach aims to participate in culturally significant moments for its audience, fostering closer connections through engaging experiences and offering tangible incentives.

Ms. Assis explained the core challenge of integrating Morumbi Stadium’s vibrant energy with Roblox’s digital environment. The goal was to transform the stadium into a captivating space that bridges football enthusiasm with digital entertainment. Within this experience, players navigate a football field modeled after Morumbi, where physical and digital realms converge. Users collect thematic balls to enhance their in-game powers and compete for rankings. Completing challenges earns users real-life rewards, such as discount coupons for BIS products online. This innovative initiative introduces BIS’s entire characterful universe into the platform’s interactive setting, reflecting the brand’s commitment to connecting with consumers while maintaining its irreverent tone. “At Mondelez, we’re accelerating the creation of new experiences that merge entertainment with online shopping,” stated Maria Mujica, VP of LATAM Ecommerce at Mondelez. “Teaming Roblox with one of Brazil’s favorite snack brands is a winning combination for this venture, and it’s an excellent platform we plan to continue growing with.”

Brazil’s Booming Roblox Users Embrace BIS’s Morumbi Stadium Adventure for Interactive Fun and Safety

Brazil boasts the highest number of daily active Roblox users outside the U.S., having experienced a remarkable 183% growth in daily active users over the four-year period from Q1 2021 to Q1 2025 (ending March 31, 2025). Justine Higueras, Global Director of Partnerships at Roblox, added, “This boom and reach excite us to witness more of Brazil’s vibrant culture shining on the platform in fun and imaginative ways. BIS’s adventure, inspired by the iconic Morumbi Stadium, is the latest example of this trend.” To boost user well-being and safety, the Roblox experience was designed with integrated systems that encourage positive interactions and protect players. Pop-up notifications appear when a user needs the BIS can screen, highlighting the brand’s commitment to user security. Roblox continually enhances its platform with industry-leading security and civility resources, which evolve alongside its growing community. A trailer for the experience is available.

Mondelez International’s Global Snack Empire Expands in Brazil, Earning Top Workplace Honors and Student Preference

Mondelez International, Inc. (Nasdaq: MDLZ) offers a wide range of snack options in over 150 countries globally. With a projected revenue of nearly $36.4 billion in 2024, the company leads the snack industry with iconic brands such as Lacta, BIS, Oreo, Club Social, Tang, and Trident. Mondelez International was recognized as one of the best places to work in Brazil in 2024 by GPTW and a top choice for students. The company is committed to making a positive global impact in the communities where it operates. More information is available at www.mondelezinternational.com.br or on their LinkedIn profile at https://www.linkedin.com/company/mondelezinternational.

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