Roblox checks all the boxes

The Metaverse may seem like a difficult and faraway subject, but online meeting places like the digital game Roblox are a big hit already. Their slogan ‘Reimagine the way people come together’ matches perfectly with the interests of kids today. The game is so popular, in fact, that Parsons School of Design has devoted an entire course to the game starting in 2023: learn how to create digital fashion in the Roblox tool. But what is it about Roblox that has so much potential?

First of all, some answers to the question: what is Roblox? You may have heard the name before, but probably have no idea what the game is about. Good to know: the main audience are children between the ages of 9 and 12 (Statista, 2022), also known as Generation Alpha. It’s a game where you can dress up your personal avatar from head to toe to then play, build and meet other players in a thousand different worlds. Since the game is open-source and mainly revolves around user-generated content, it is possible for everyone to create their own items and worlds. And that hasn’t gone unnoticed by brands either.

It’s a classic example of in-game advertising. Users put money into their Roblox account and can then buy the coolest things with the special virtual currency Robux. Provide your avatar with the finest makeup from Givency and change clothes everyday with items from brands such as Nike, Ralph Lauren, Vans and Forever21.

And that’s exactly what the new course at Parsons School of Design will focus on: Creating digital fashion in the Roblox tools to ultimately drive sales. The opportunities for the platform are not just fashion related. Food Chain Chipotle came up with a special Halloween experience last year in which the first 30,000 visitors received a discount code. Another example is the special Kellogg’s experience that clearly reflects the product use and experience. Will this platform be THE way to reach Generation Alpha?