From Sceptic to Sidekick: Finding connection in Roblox

A new playground for brands

Getting quality time with my grown-up children and their busy social calendars has definitely become challenging! They had invited me to join their Roblox social catch-ups before but this digital playground seemed far removed from my usual gaming escapes. But one evening, as I watched them laughing on our shared group chat. I felt a pang of curiosity? Maybe even a little bit of FOMO. So I decided to join them. And to my unexpected delight, I discovered not just a gaming platform, but a social hub, a creative outlet, and a surprising window into how our increasingly digital native generations connect – with each other, and with brands.

What I quickly realized is that Roblox isn’t just a game; it’s practically this generations town square. These are digital natives – it’s in their digital DNA. For them, interacting online is as natural playing down at the park! Roblox provides a vibrant, kinetic, and almost tactile world of interactive experiences. It’s a constant sensory overload, in the best possible way. They’re building, racing, role-playing, learning, exploring, and, most importantly, connecting.

For those unfamiliar with Roblox, here’s a quick run-down. It’s an online social gaming platform where content is created by developers, creators, and hobbyists. These individuals can design their own games and experiences for others to play, and they can even monetise their creations through Roblox’s marketplace using its virtual currency, Robux. Importantly, Roblox is multi-platform, meaning the same content is accessible on consoles, mobile devices, PCs, and even VR.

Roblox’s audience is primarily Gen Z and Gen Alpha. The 17–24 age group is the fastest growing demographic on Roblox and is almost an equal split between male and female users according to Statista.com.

Forget passive scrolling through curated feeds; this is active participation, a shared experience. A 2023 report by Roblox found that daily active users spent an average of 2.3 hours on the platform, highlighting its immersive nature. With an average of 77 million daily visitors recorded in January 2025.

And it’s within this vibrant ecosystem that brands are finding a new, and perhaps surprisingly effective way to engage. It’s not through intrusive ads or forced sponsorships. It’s through immersive experiences that blend seamlessly into the fabric of the Roblox world. I’ve seen it, or should I say, we’ve seen it, first-hand.

I made it my mission to visit the current present brands on the space and gather some feedback and From Sceptic to Sidekick: Finding connection in Roblox formulate an opinion. We explored a virtual obstacle course created by Nike. It wasn’t just about running and jumping; it was about teamwork, problem-solving, and earning badges to unlock virtual gear. It sparked conversations about what activities we’d had beyond the screen and the trainers we were wearing. We also explored a virtual wellness centre from a lifestyle brand Alo Yoga. Think serene environments, guided meditations, and even the ability to plant virtual flowers. The experience was subtle, yet we relaxed and chatted openly without a purpose or other place to be.

Even food and drink brands are present. One, a purveyor of healthy snacks, has a virtual kitchen space where we can try recipes in the game that my kids are now interested in trying in reality. From what we experienced, there is less of a hard sell and much more an invitation to come in, relax and learn at your own pace. Importantly we found humour and fun in whatever we did.

So, why does this resonate so deeply with generations like Alpha born 2010 till mid 2020? I believe it boils down to authenticity. Authenticity is the currency of this generation, and Roblox offers a level of genuine interaction that traditional advertising simply can’t match. Brands aren’t interrupting; they’re participating. They’re becoming subtle role models, sparking real-world actions and conversations. And, crucially, they’re addressing a core need for this generation: mental well-being.

A 2022 study by McKinsey found that Gen Z reports the least positive life outlook compared to other generations, highlighting the importance of platforms and brands that promote positive mental health. Roblox, with its emphasis on connection, creativity, and now these implied brand experiences, is proving to be an influential force in this area. This isn’t to say it’s without its challenges. The responsibility on both Roblox and the brands themselves to create safe, ethical, and genuinely beneficial experiences is incredibly important.

But the potential is undeniable. We’re witnessing the early stages of a new era of brand engagement, one where experiences replace interruptions, and genuine connection triumphs over blatant promotion.

Remember the Metaverse, that so called passing fad? Well to me it’s alive and maturing well on immersive platforms disguised as play. Roblox isn’t alone, platforms like Fortnite and Meta Horison offer similar connected experiences.

Becoming a sidekick to my kids in their digital world has given me a heartening glimpse of a shared future, one where technology, at its best, can foster connection and spark creativity. The unexpected delight of it all? It’s given me the chance to spend more quality time with them all.

But I couldn’t finish this piece without offering some more advice to brands considering this type of immersive branded experience.

So how should brands embrace platforms like Roblox?

Brands succeeding in Roblox and other similar immersive platforms understand it’s fundamentally different from traditional advertising & social platforms. To resonate in community-driven spaces, here is what you should consider:

Think “Experience” not “Advertising”: Forget banner ads and interruptive pop-ups. Roblox users, especially Gen Alpha, are highly resistant to blatant advertising. Instead, focus on creating valuable, engaging experiences that naturally incorporate your brand. Think games, interactive worlds, virtual events, and social hubs.

Embrace Authenticity and Value: Gen Alpha is incredibly savvy and values authenticity. Your Roblox presence must feel genuine and offer real value to users. This could be entertainment, education, social connection, unique digital items, or even just a fun and engaging space to hang out. Avoid it feeling purely overtly promotional.

Understand the Roblox Culture and Community: Roblox has its own language, norms, and creator-driven ecosystem. Brands must immerse themselves in this culture, understand what resonates with Roblox users, and respect the existing community. Don’t try to impose external marketing tactics!

Focus on Long-Term Engagement, Not Short-Term Campaigns: Building a successful presence on Roblox is a marathon, not a sprint. Think about creating lasting experiences, ongoing content updates, and fostering a community around your brand within Roblox. One-off campaigns are less likely to have a significant impact.

Partner with Roblox Developers and Creators: This is crucial. Roblox is a creator-driven platform. Collaborate with experienced Roblox developers and creators who understand the platform, its audience, and how to build engaging experiences.

Gamify the Brand Experience: Leverage game mechanics to enhance engagement. Incorporate challenges, rewards, leader boards, virtual collectibles, and progression systems to keep users coming back and interacting with your brand experience.

Promote a Cross-Platform Strategy: While the focus should be on the Roblox experience itself, consider how you can strategically connect your Roblox presence to your broader brand ecosystem and other digital channels (e.g., social media, website) to amplify awareness.

Partner with Roblox Developers and Creators: This is crucial. Roblox is a creator-driven platform. Collaborate with experienced Roblox developers and creators who understand the platform, its audience, and how to build engaging experiences.

Gamify the Brand Experience: Leverage game mechanics to enhance engagement. Incorporate challenges, rewards, leader boards, virtual collectibles, and progression systems to keep users coming back and interacting with your brand experience.

Promote a Cross-Platform Strategy: While the focus should be on the Roblox experience itself, consider how you can strategically connect your Roblox presence to your broader brand ecosystem and other digital channels (e.g., social media, website) to amplify awareness.

Roblox branded examples