e.l.f. Enters Roblox with a Financial Literacy Game Built for Gen Z

e.l.f. Beauty is making money talk cool again by turning it into a Roblox game.

The brand’s new campaign, "Fortune Island: Earn. Learn. Flex," is the first financial literacy experience on the platform created by a beauty brand.

Built with banking app Chime and gaming studio Karta, the game teaches Gen Z how to save, budget, and invest through immersive storytelling and a tropical-themed challenge map.

 

 

 

 

 

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A post shared by e.l.f. Cosmetics and Skincare (@elfcosmetics)

“Gen Z would rather talk about literally anything than money or debt — so we flipped the script,” said Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty.

“By building real connections and fueling personal growth, we’re not just creating a safe space — we’re creating a launchpad for Gen Z to flex their power, own their future and thrive on their terms.”

The latest launch builds on the success of e.l.f.’s earlier Roblox venture, "e.l.f. UP!," a startup-building simulation that’s drawn over 22 million visits and maintains a 96% approval rating.

It's proof that brand-led worlds on Roblox aren't just for fun and have evolved into powerful tools for experiential marketing, combining storytelling, education, and cultural relevance.

With Fortune Island, the brand takes the next step by helping its audience go from dreamers to doers, giving them tools to build a financially secure future on and off the screen. 

Fun-Filled Fortune

In Fortune Island, players journey through four financial life stages:

1. Learning the basics
2. Saving wisely
3. Protecting their assets
4. Investing for the future 

It’s Financial Progress Month which means it’s time for major money moves! 🤑 We've teamed up with @Chime to bring you a 🆕 @Roblox experience – Fortune Island: earn.learn.flex! 🙌

Fortune Island is where dreams come true – if your dreams involve stacking cash! 💸 Now you can… pic.twitter.com/DGZlPeV1rk

— e.l.f. Cosmetics (@elfcosmetics) April 24, 2025

Each level presents real-world-inspired scenarios such as emergencies, spending choices, and long-term plans, and rewards users for making smart and intentional decisions.

Apart from boosting both confidence and competence in personal finance, the game is also a visual standout: think glowing treasure chests, vibrant stages, and subtle nods to e.l.f.’s signature branding.

Chime’s involvement ensures the financial principles behind the experience are sound, while Karta’s game design makes it all feel like an adventure rather than a lecture.

And for Gen Z, as digital natives navigating adult responsibilities for the first time, that combo might be exactly what clicks.

Previously, Roblox leveled up its ad business with a new video format and Google partnership.