22 Jul 2022 | Mike Boland

AWE Talks: Under the Hood with Roblox

AWE USA 2022

See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live and AWE’s YouTube Channel.

– Roblox is often heralded as a Metaverse leader... or at least a model for what it could be. 
– But the company is first to admit that it's not the metaverse, but perhaps a metaverse.
– It's also not a game but rather an environment where game creation is possible.
– This brings versatility and variety: several eclectic experiences have been built within Roblox.
– That variety is balanced by common standards and protocols for user identity and interaction.
– In that sense, it's a metaverse model in that it's a platform for creation and synchronous interaction.
– It also has achieved scale so users and brands can reach large audiences right out of the gate.
– That makes it akin to a broadcast platform says Larsson, with few other channels offering such reach.
– This justifies its revenue share with experience creators because it provides them a platform.  
– And unlike most other creation platforms, Roblox users and brands can keep any IP they create. 
– As for best practices for brands that build experiences on Roblox, they should think natively.
– In other words, lean into the platform's capabilities and build on its unique characteristics.
– Larsson also recommends working with creative agencies that specialize in Roblox... don't go it alone. 
– Also build highly-interactive experiences that show thoughtful execution and user interaction. 
– Conversely, for brands that adopt Roblox to simply "check a box," the lack of commitment shows.
– These brands aren't successful because Roblox users have high standards and won't engage.