Petrex is transforming how global brands connect with Gen Z and Gen Alpha through immersive gaming experiences, not traditional ads.
The Changing Landscape of Digital Marketing
For years, brands have poured their budgets into social media advertising, believing that platforms like Instagram, Facebook, and TikTok were the key to reaching young, engaged audiences. But this once-valuable marketing tool is starting to falter.
As digital spaces become oversaturated and user trust in traditional ads wanes, brands are in search of new ways to engage with their audiences, particularly the younger generations. Enter Petrex Pty Ltd, an Australian-born metaverse marketing studio that’s helping global brands shift their strategies from fleeting social media impressions to deeply immersive gaming experiences.
Founded by Peter Starodubtsev, Petrex is leading the charge in helping brands engage with Gen Z and Gen Alpha where they truly spend their time, in virtual gaming worlds like Roblox, Fortnite, and Minecraft. As traditional advertising becomes more ineffective and expensive, Petrex’s groundbreaking approach is offering brands a fresh, more impactful way to reach their audience.
From Social Media to Gaming: A Paradigm Shift
It’s no secret that social media is no longer the advertising powerhouse it once was. The average attention span of a Gen Z user on platforms like Instagram and TikTok is under three seconds, and with algorithms constantly changing, brands can no longer rely on organic reach. Furthermore, the trend of “scrolling past” branded content has become more pronounced, with younger users growing skeptical of overt advertising.
“Social media is where Gen Z consumes, but gaming is where they actually exist,” Peter explains. This insight is the foundation of Petrex’s approach. Rather than pushing ads into the cluttered space of social media feeds, Petrex helps brands enter immersive, virtual environments where users are already spending significant time.
Whether it’s an interactive mission in Roblox or a virtual item in Fortnite, Petrex integrates brands directly into these gaming experiences, creating moments that feel native to the platform rather than disruptive. For brands, it’s an opportunity to participate in a space where users are already engaged and immersed in the experience, rather than interrupting their viewing with fleeting ads.
Petrex’s Unique In-House Model
Unlike most agencies that outsource the creative and technical aspects of brand activations, Petrex controls every part of the process internally. From strategy and creative direction to the development of in-game assets, coding, and game integration, Petrex handles it all.
This in-house capability ensures consistency, speed, and the ability to offer fully customized solutions. Brands can trust Petrex to not only execute creative ideas but to deliver high-quality, on-brand experiences that align with their goals.
But Petrex doesn’t stop at creating assets, they focus on driving results. Each campaign is designed to maximize engagement, with measurable metrics that show real-time performance. Their success is reflected in impressive engagement numbers, such as their campaign for Jurassic World and NBCUniversal, which garnered over 12 million interactions in a popular Roblox game. Players spent an average of 14–20 minutes interacting with the game’s brand integration, a stark contrast to the mere seconds of attention a brand typically gets on social media.
How Petrex Helps Brands Navigate the Metaverse
In addition to creating in-game experiences that resonate with users, Petrex also guides brands through the complexities of the metaverse. It’s easy for companies to be overwhelmed by the newness of these platforms or unsure of how to approach the next generation of digital marketing.
Petrex helps brands navigate this new world with simplicity and clarity, offering easy-to-follow roadmaps that allow them to confidently enter the gaming space. As Peter puts it, “We focus on providing a clear, transparent pathway for brands to integrate into gaming, and we do it with measurable results.”
With more than 50 million monthly engagements under their belt, Petrex’s track record speaks for itself. Their clients, including household names like Sam’s Club, Strawberry Shortcake, and NBCUniversal, trust them to deliver not only creative but also effective campaigns that speak directly to today’s most sought-after demographics.
Why the Future of Marketing Is in Gaming
Petrex’s success highlights a larger trend in the digital marketing landscape: the shift away from traditional social media ads toward more immersive and participatory forms of engagement. Gaming platforms are not just entertainment, they are evolving into expansive social ecosystems where brands can build meaningful, lasting connections with players.
This shift represents an enormous opportunity for brands to stand out and make a real impact, especially as social media becomes less effective at capturing the attention of Gen Z and Gen Alpha. Petrex’s deep understanding of these new platforms and their ability to create interactive, experience-driven campaigns is positioning them as leaders in this new era of marketing.
In fact, gaming has already become the most engaged environment for young audiences. According to recent data, platforms like Roblox, Fortnite, and Minecraft boast billions of monthly active users, many of whom spend hours each day in these virtual worlds. Unlike the quick-scroll nature of social media, in these spaces, engagement isn’t measured in seconds, it’s measured in minutes, hours, and even repeat visits.
Real Engagement, Real Results
Petrex’s approach centers on real engagement, not vanity metrics. While many marketing agencies may tout high-level impressions or ad views, Petrex focuses on what truly matters: how long people engage with brand content, what actions they take within the game, and how they participate in the experiences created.
Petrex’s campaigns routinely drive hundreds of thousands of interactions in their first month, with players spending 10 to 20 minutes completing missions, unlocking rewards, and engaging with the brand’s interactive content. This focus on sustained, voluntary engagement has become the gold standard in modern marketing, and it’s why brands are increasingly choosing Petrex to help them succeed in the metaverse.
Ready to Dive Into the Metaverse?
As the digital landscape continues to evolve, now is the time for brands to rethink their marketing strategies. The days of relying solely on social media are numbered, and the future is in immersive gaming experiences that engage users in a more meaningful and authentic way.
Petrex is leading the charge by helping brands break free from the constraints of traditional advertising and enter a new era of marketing. With their expertise in metaverse activations and their commitment to delivering results, Petrex is helping global brands connect with young audiences in ways that are deeper, longer-lasting, and more impactful.
To learn more about how Petrex can transform your brand’s marketing strategy and create immersive, game-based activations that drive real engagement, visit petrex.io or connect with Peter Starodubtsev on LinkedIn here.
Step into the future of marketing, where the experiences are richer, the engagement is longer, and the results speak for themselves.
