SpongeBob Switches Up the World of Roblox With Paramount Tie-In

SpongeBob is turning the world of Roblox into Bikini Bottom once more.

Paramount and Wonder Works Studio have launched SpongeBob Tower Defense 2.0, a full-scale rebuild of one of Roblox’s highest-performing IP games.

It's a move that aims to keep momentum on a title that’s already pulled in massive player engagement.

The update rewrites the formula with new gameplay systems, characters, and a refreshed in-game economy.

And the numbers explain why this matters.

Since its December 2024 launch, the game has recorded over 633 million visits, peaked at 9.6 million monthly active users, and maintained nearly 98% approval from players.

More impressively, it’s also the highest-earning IP-based game on Roblox and took home the Best of IP award at the 2025 Roblox Innovation Awards.

This is what makes this initiative more than an update for Paramount.

"SpongeBob is one of the most iconic brands in the world, so getting the chance to build in that universe and see millions of players connect with it has been amazing," said Zach Letter, CEO of Wonder Works Studio.

"But more than anything, it’s reinforced my belief that licensed experiences on Roblox can be category-defining when they’re built with real care, real speed, and real ambition."

Ultimately, the two brands are treating SpongeBob Tower Defense like a persistent platform where content, updates, and community shape the experience over time.

A Bigger, Deeper Rebuild

Version 2.0 introduces a completely new gameplay meta, alongside 31 new units, 11 mounts, and three pets.

Characters like Cool Bob and Robo Plankton grow the roster while new quests, achievements, and shops reshape how players progress and spend.

Pricing adjustments, including cheaper premium items, rebalance the in-game economy and give players a chance to customize their gaming experience. 

Additionally, players also retain all previously earned items, avoiding the common frustration of progress resets in major updates.

Aside from the core update, the roadmap is also structured like a live service engine, with a "Pro Mode" and a "PvP Mode" set to launch in May and June, respectively.

All in all, treating Roblox like an ongoing distribution channel allows Paramount to build sustained interaction with younger audiences who spend hours inside these ecosystems.

SpongeBob’s Roblox Expansion

SpongeBob Tower Defense 2.0 presents a clear example of how to scale an IP and go from passive content to active engagement:

• Make updates feel like relaunches. Big, meaningful changes give players a clear reason to return and stay engaged longer.
• Roadmaps drive retention. Websites and platforms with smooth, consistent experiences keep users engaged and push the value of structured updates.
• Build with the community. Integrating Discord, creators, and feedback loops can make long-term participants out of casual players. 

Last year, Roblox reportedover 151.5 million daily active users globally in late Q3 of last year.

This goes to show why brands should continue investing in persistent in-game experiences.

Our Take: Can IP Games Outgrow Ads?

This effort doesn’t feel like marketing pretending to be a game. It feels like quite the opposite, actually. 

What Paramount and Wonder Works are doing here is slow-cooking attention.

It's not a big splash nor is it a one-week stunt, but something that lives and breathes alongside its audience.

Brands should pay close attention to this model, because this is where younger consumers are actually spending time and not just scrolling past.

In other news, Amazon MGM Studios teamed up with Fortnite to launch their very own Project Hail Mary experience in-game. 

Find the teams driving growth and engagement across every platform.

Check out the top digital marketing agencies in our directory.