Why brands should keep an eye on the new wave of Roblox creators

Roblox, which sits somewhere between a gaming platform and a social media site, is also a platform for creators who are pushing the possibilities of the form in new directions that brands and agencies should be aware of. 

Why it matters

One of the ‘metaverses’, otherwise known as virtual worlds, Roblox offers a variety of aesthetic and formal ways to engage with a young and diverse audience. The opportunities are many, from building environments to supplying virtual products, with luxury brand Gucci a key example. 

Takeaways

• In a recent piece from the Verge, a new wave of commercial and independent creators talk about how they build for the platform. The key lesson across the board: be humble, and look at what works on Roblox. 
• Many games (or gaming platforms) offer editing/creation features, but many lack Roblox’s multiplayer creator studio, which for many users is more enjoyable than playing the game itself. Are there avenues to explore for brands looking to help creators? 
• ‘Experiences’ (the term for micro-games since the Epic Games vs Apple lawsuit blew the terms in gaming into a new era) don’t necessarily have to be games with an aim; ‘vibe’ games that provide a space to hang out and chat in an interesting setting are growing in popularity, especially during periods of the pandemic where social contact was limited by lockdowns. 
• A new wave of professional studios growing up around the game are mixing traditional development experience with ‘Roblox-native’ talent.

Sourced from the Verge

_{[Image: Gucci]}