The Belong Effect by Sid Lee logo
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Roblox

A digital playground that brings players together through creativity and technology.

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Lifestyle Community

Gamers + Developers + Creators

With millions of new subscribers joining every month, Roblox is an online multiplayer creation platform that enables the next generation to build immersive 3D experiences and explore a wide variety of “universes” created by other community members.

Identity
Mobilization
Oneness
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Identity

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Powered by imagination and experimentation, Roblox fosters self-expression through technology and allows any gamer to become a vested digital "creator". Many of them can earn up to several hundred thousand dollars a month from UGC ($500 million USD in 2021), paving the way for lucrative careers and full-fledged metaverse identities at a very young age.

Social Capital

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Under the Accelerator Program, Roblox spotlights top talents from its community to innovate and update features with its studio toolkit. These creators can earn credits by monetizing their games through acquisition, sharing content on socials or selling avatar updates. Capitalizing on this metaverse market opportunity, brands such as Gucci, Vans, Stella McCartney, and Warner Music Group have hired popular Roblox developers like Rook Vanguard and Builder Boy to create exclusive experiences featuring shoppable content.

Gucci Garden Archetypes is an immersive multimedia experience on Roblox. (source: Gucci)

Oneness

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Collaborative features bind the Roblox community and have enabled people from all ages and backgrounds to share diverse experiences. Every year, the brand hosts a developer conference to present the latest updates, network opportunities and game-making events, including an overnight game jam.

Sources: MUO.com + Backlinko

Mobilization

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Mobilization happens both on platforms and in social channels for Roblox creator experiences. Reaching across mediums, the hit Netflix series Squid Game has spawned a new crop of games on Roblox, appearing under the “popular” section.

Players show off trending creations on Twitter under #roblox and #robloxdev and share Youtube content, generating millions of views. 


Pushing the power of the platform a step further, IRL creators like the band Twenty One Pilot are holding Roblox concerts that draw millions of fans and give them a voice in the concert experience.

By the numbers

$841M

in revenue in H1 2021, a 132% year over year increase

1,234

employees, up 77% from a year ago

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