Innovative game marketing campaign will engage 16 million+ Gen Z players, redefining brand engagement through immersive Roblox experiences
Hong Kong, August 21, 2025 – MetaMinding Lab, a pioneer in AI-driven game-based marketing, announced an innovative partnership with In Lieu, the premium hydration brand, to launch a unique marketing campaign to reach Gen Z’s where they play. The collaboration will leverage MetaMinding Lab’s cutting-edge platform to create authentic connections between In Lieu and millions of young consumers through immersive gaming experiences.
Why This Partnership Matters
This campaign represents a bold leap forward for FMCG marketing, where:
- Brands become Playable – moving beyond ads to integrated entertainment
- Engagement is Earned – leveraging gameplay mechanics that Gen Z love
- Virtual meets Physical – bridging digital interaction with brand experiences
The New Rules of Gen Z Marketing – “smart brands are moving into the metaverse”
- Scale & Efficiency
- Leverage MetaMinding Lab’s 16 million+ game network
- Reach players across multiple games with a single campaign
- 4X more efficient than building custom Roblox worlds
- Guaranteed Attention
- 90+ seconds average engagement per session
- No ad-blocking when navigating game-play environments
3. Designed for Conversion
- Seamless reward system bridges virtual engagement with real-world actions
- Performance tracking across: impression → gameplay → redemption
“This isn’t another branded game, it’s about reaching Gen Z where they already play at scale,” said Ardy Lee, Co-Founder & CEO of MetaMinding Lab. “Our AI platform and game network turn brands and products into playable experiences across dozens of popular games simultaneously.”
“We are not only revolutionizing kids’ hydration habits through an exciting new gaming experience, but also teaching the importance of eco-friendly choices and sustainability by embedding the brand to be part of the gameplay,” said Joanne Zhou, CEO of In Lieu.
Stay Connected
The campaign goes live in September 2025. Follow the innovation journey:
- @MetaMinding-Lab on LinkedIn & X for behind-the-scenes exclusives
- @drinkinlieu on Instagram for player-generated content highlights
About MetaMinding Lab
MetaMinding Lab enables brands to engage with Gen Z through AI-powered gamified marketing. As part of the Hong Kong Cyberport Incubation Program, MetaMinding Lab has developed a global platform that features over 16 million monthly active users (and growing).
https://www.metamindinglab.com
About In Lieu
In Lieu, an innovative hydration brand renowned for its hydrogen-infused and mineral-rich waters. As sugary drinks continue to dominate children’s beverage preferences, In Lieu is dedicated to educating the next generation about how water supports energy, focus, and overall health in a fun and engaging way. Beyond health, In Lieu emphasizes environmental responsibility by providing a sustainable alternative to plastic bottles through its use of recyclable aluminium cans, supporting a low-carbon footprint and circular economy.
For media inquiries or interview requests:
Ardy Lee
Co-Founder & CEO
MetaMinding Lab
media@metamindinglab.com
