The ultimate Roblox guide
What is Roblox?
Roblox is one of the world’s most popular Metaverses, with over 200 million (yes million) unique monthly users. A free-to-play game with optional microtransactions, this unassuming lego-like game exploded during the covid-19 pandemic. Today Roblox has a gigantic player base which includes over half of all American children under 16, with the vast majority, 72%, of its players using mobile or tablet.
One of the key features of Roblox is the ability for users to create their own game using Roblox Studio, a proprietary engine developed using the programming language Lua. Amazingly, the majority of Roblox experience creators are developed by children under the age of 18, again demonstrating how powerful the game engine is and the demographic of the player base.
Some interesting metrics from BusinessWire for 2022:
Daily active users (DAUs) were 61.5 million, up 18% year-over-year.
Hours engaged were 4.7 billion, up 21% year-over-year.
Estimated revenue was between $189 million and $199 million, a decline of between 1% - 6% year-over-year.1
Estimated revenues were between $430 million and $439 million, up 17% - 20% year-over-year.1
In this guide, we will go over some of the most popular experience types, from Obbys to Tycoons, and even role-playing games. We’ll also talk about the brands currently building in Roblox (you’ll be surprised how many there are) finally and most importantly, we’ll talk about how your brand can make their own game in Roblox.
What games are there in Roblox?
As we mentioned before anyone can create a game for Roblox using the Roblox Studio. Here we will talk about the most popular game categories, how the mechanics work and how you can use them to promote your brand.
Obstacle Course (Obbies)
An obstacle course, shortened to Obbies, is one of the most popular game types on Roblox, here players are challenged to an array of moving platforms, jumping puzzles and other obstacles, testing their endurance and dexterity in order to complete all stages of the course. Obbies are relatively simple to make but can be a real challenge to the player. By utilising default game blocks such as cubes, rectangles and wedges, the creator can quickly create an engaging course which can keep their users entertained for hours.
Mega Fun Obby
One of Roblox’s many obstacle courses with over 6 million plays.
Tycoon games
Early Facebook users will remember games like FarmVille & Mafia wars, games where you slowly build up your empire. In FarmVille, you would plant more and more crops in order to purchase more expensive crops and other decorative items, and oh you would also bug all of your Facebook friends on a daily basis to get a free chicken…
Well, lovers of this game can rejoice! Tycoon theme games are alive and thriving on Roblox. From running a restaurant to a prison or a zoo, there is a massive range of different industries you can manage. Ultimately these games are rather basic, you collect cash doing a certain job, and you can then buy upgrades to automate tasks and make more money, which you use to buy more upgrades… you get the point.
Mega Mansion Tycoon
A tycoon game where you build your own mansion by purchasing each part of the building. It has over 500 million plays.
Simulation games
Have you ever wanted to be a pizza delivery guy, part of the emergency services or even run your own gang? Well with Roblox you can do all of these jobs from the safety of your own home!
There are literally thousands of different simulator games on Roblox allowing players to role-play just about any profession imaginable. The structure is similar to Tycoon games, players will do a task to earn some income which, depending on the game, can be spent on different in-world items.
Mad City Crime Simulator Game
Play as either a criminal, the police or a superhero in this crime-fighting simulator game with over 2 billion plays!
There are of course many many more game styles available on Roblox, from games where you mine deep into the earth collecting minerals to team-based shoot-em-up games where you must defeat the opposing team to win.
Who’s building in Roblox?
So now we’ve seen a selection of the games playable on the Roblox platform, let’s take a look at who’s building there and what they’ve achieved.
Gucci Town
Gucci is one of the best-known brands betting big on the Metaverse. With multiple experimental ongoing projects, Gucci is looking to push the Metaverse to the limits and by failing fast they can quickly become pioneers in the Metaverse space. Gucci town has already had close to 40 million visitors.
Taking a selfie at the Selfie corner
Prompting players to take and share screenshots is a great way to promote new ranges.
Hanging around outside the Gucci Vault
Gucci is taking a big dive into the Metaverse & Web3, promoting its vintage collections with a modern twist via the Gucci Vault., including exclusive NFT collections and presences in multiple virtual worlds.
Playing football with Jack Grealish
Gucci has brought famous footballer Jack Grealish to the GucciVerse. Playing this football penalties-inspired mini-game earns players Gucci Gems which can be redeemed for wearables.
It wouldn’t be Gucci without fashion
In the Gucci store, you can try on the latest wearables designed by Gucci. From wearables like suitcases and skateboards to hats and hoodies, whatever your style, Gucci has you covered.
For sale using Gucci Gems and also Robucks, the Roblox native currency.
Walmart Land
Perhaps a surprising brand to see in the Metaverse. Released in September 2022, Walmart uses Roblox as a testing ground to see how the Metaverse can reach shoppers, brought on as habits changed during the Covid-19 pandemic.
Currently, Walmart does not monetise their experience but in the future, it may charge brands to be featured in the space or connect the digital space with real-world experiences.
Looking festive at the Walmart Land Winter Scene
Commemorate the winter scene by snapping a shot of your character with a festive winter backdrop.
The Walmart Beauty Obby
As we know, Obbies are one of the most popular game types in Roblox. Walmart has built their own, created using cosmetic items available in its store. Complete the Obby for a special prize!
Bust some moves on the dance-floor
Take part in this dancing game and click the symbol as it enters the circle to earn points. After the game, you receive points which can be exchanged for Walmart-branded wearables.
There’s so much to do at Walmart Land!
Collect coins scattered throughout the world, answer trivia on Electric Island and even mix music at the DJ booth!
NIKELAND
Undoubtedly one of the biggest players in the Metaverse, Nike has bet big on the new medium. NikeLand first appeared in November 2021, and a month later they announced the acquisition of RTFKT, a virtual sneaker company.
NIKELAND features fields and arenas for visitors to play mini-games as well as a building modelled on their real-world headquarters. Nike is not monetising their platform, but this may change in the future. For now, they are using it as a test bed to experiment with different clothing designs and see what is popular.
Shoot some hoop
You may not be able to dunk in real life, but in the Metaverse anything is possible. Play some basketball against friends to earn Nike coins which can be exchanged for wearables.
Make it your own
Claim a playground and make your own game mode, choose from popular Roblox game types like Obbies or seasonal events like a winter themed snowball fight.
Enjoy the view
If walking gets a bit too tiring, jump on your Nike hoverboard and travel to the top of this ski ramp, and take a moment to enjoy the scenery.
It wouldn’t be Roblox without an Obby
Jump from flower to flower in Nike’s own Obby. Reach the end for a reward in Nike coins.
Splash your cash
Spend your hard-earned Nike coins in one of the many shops found around NIKELAND. Purchase cosmetic wearables for your character and show them off to your friends.
How do I build in Roblox?
Remember the audience
Roblox is overwhelmingly played by children, under the age of 16 anything you build should be simple, enjoyable and most importantly fun. Many brands are experimenting with celebrity collaborations, this is a great way to engage a younger audience while also showing your brand is relevant and understands current cultural trends.
When creating game spaces, stick to the tried and true classics. Roblox has a number of popular game types, some of which have billions of plays. Don’t try and reinvent the wheel, give the players what they want and see your experience thrive!
Monetising isn’t everything
Although seeing a return on your investment is always important, sometimes directly monetising can be seen as unsavoury, especially with such a young audience. Roblox is a great way to engage with an emerging demographic and so an emerging market. Building and retaining brand awareness can be much more profitable in the long run than directly profiting from the sale of wearables. If a parent sees their child spending all their pocket money on your wearables they may not feel so highly of your brand, be aware of the implications of selling to minors, especially when their parent’s credit card is at stake!
Reward the players
You want your audience to keep coming back and talking about your experience, by keeping your Roblox build up to date you can retain your players and thus customers. Roblox trends will change over time, be sure to keep up to date or risk being seen as outdated!
As well as keeping your experience relevant, wearables are one of the best ways to reward your visitors. As with traditional t-shirts and other branded merchandise, creating wearables can passively promote your brand, they’re relatively cheap to make and can make great rewards for your gamified experience.
Hopefully, this guide has been useful, if you need assistance building your brand’s Roblox experience, be sure to contact us we’ll be more than happy to help you on your journey!
