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How Roblox used Rival to connect with Gen Z gamers

How Roblox uses Rival Tech

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Reach3 powered by Rival made it possible for us to collect rigorous quantitative data and compelling video testimonials in one learning stream.

Maria Silvanskaya

Former Director of Marketing, Roblox
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2626

Teen participants recruited from social media

91%

Of players found the Roblox community helpful during the pandemic

Thousands

Of chats completed within days

About Roblox

Roblox is one of the most popular game and game-creation platforms in the world. It builds tools that allow people to create their own immersive experiences, enabling them to bring to life a world they can imagine. 

What is Roblox? How does Roblox work?

The Challenge

In the midst of the pandemic, Roblox wanted to understand how digital friendships were evolving and the role technology and gaming were playing in it. The goal was to uncover how gamers were using online platforms to maintain connections, and what role, if any, Roblox had in that process. 

A key question that the marketing and market research team at Roblox wanted to answer was this: Most of our community play together. How does that change when they're not hanging out IRL? 

The Solution

Roblox market research case study with Rival Technologies and Reach3 Insights

Working with Reach3 Insights, Roblox used the Rival platform to recruit ~3,000 Gen Z participants to a series of chats about their experience.

The chats included both quant and qual questions (including video), providing a richer and more nuanced understanding of the players' emotions and motivations during this time. 

Results

The Roblox marketing and market research team captured a deeper and more nuanced understanding of the impact of the pandemic on the gaming habits of Gen Z players. 

Regular, ongoing conversations allowed players to feel listened to and appreciated. Players also shared how Roblox is a safe space while offering ways the experience could be further improved.

In addition to capturing player insights that inform product decisions, the Roblox team earned media and PR coverage for their work as tech publications like VentureBeat covered this important research study. They were also invited to present at an ESOMAR Congress event to share their insights. 

Connect your brand with young consumers

Talk to one of our product experts to learn how you can use mobile-first tech to engage Gen Zs for consumer insights. 

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