Roblox Becomes a New Trend, From Virtual Concerts to Major Brand Fields

Kapanlagi.com - Digital phenomena continue to give rise to unique trends that blur the lines between the real world and the virtual world. One of them comes from Roblox. Roblox was first launched in 2006 and has developed as an online platform that allows users to create and play games made by other users.

Using a development engine called Roblox Studio, anyone can design a virtual world, from simple games to complex simulations. Games on Roblox are free to play, but users can purchase a virtual currency called Robux to access special items or premium features.

In recent years, Roblox has seen an astonishing surge in users. Data reported by Wikipedia shows that Roblox once recorded over 85 million daily active users, even rivaling the popularity of other giant entertainment platforms.

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1. Social Space

One of its games titled Grow a Garden even broke records with 21 million active players simultaneously, surpassing the records set by PUBG and Fortnite. This number shows how Roblox has become a global phenomenon.

Roblox is no longer just a place to play. Now, this platform has become a social space where users interact. They use Roblox like a digital mall or a hangout spot in the virtual world. Young people can gather, chat, take virtual photos, or even attend concerts of their favorite artists.

According to a report by Digital Native Tech, Roblox continues to grow into a digital social ecosystem that prioritizes creativity. Spaces in Roblox are now more often created for social interaction rather than just for gaming.

2. Community Form

Roblox (Credit: instagram.com/roblox)

This phenomenon shows a change in how the younger generation relates to the entertainment world, no longer just passively watching, but actively participating in the virtual world they choose.

One of Roblox's strengths is its ability to form communities across interests. For example, a community of outdoor enthusiasts that creates a virtual world specifically for mountain climbing.

There is an immersive experience called Climbing Game that offers a climbing simulation with a meditative atmosphere. This game has successfully formed a large community, where players help each other complete virtual climbing routes.

3. New Field

In addition, adventure-themed communities such as Mount Everest Climbing Roleplay, Climbing World, and Mount Kenya Expedition have successfully attracted hundreds of thousands to millions of members. Everyone can join the climb without having to leave home, while still experiencing the sense of togetherness typical of real-world communities.

This phenomenon is proof that Roblox is not just a digital space, but also a social ecosystem with a unique culture that continues to grow. The strengthening trends of communities and social activities in Roblox have indeed opened the eyes of major brands.

They see Roblox as a new field for brand activation that is closer and more personal with young audiences. Not just sticking a logo, brands are now building special interactive worlds in Roblox, ranging from concerts, games, to virtual missions filled with promotional elements.

4. Virtual Concert

Roblox (Credit: instagram.com/roblox)

One of the pioneers in this trend is Gamefam, a professional studio that specifically creates Roblox content for various global brands. They have successfully launched official interactive experiences from major names, while also popularizing games that are visited by millions every day.

Roblox has now become a major stage for international brands and artists. Sonic the Hedgehog, Hot Wheels, the NFL, Doctor Strange, and technology giants like Samsung and fashion brand Puma have all contributed to building experiences in Roblox.

Even top artists like Lil Nas X, Twenty One Pilots, Charli XCX, Lizzo, and Saweetie have held exclusive virtual concerts on Roblox, offering experiences that cannot be found in the real world.

5. Local Brands Participate

Although the dominance still comes from global brands, this trend has the potential to be followed by local brands, including those from Indonesia. With Roblox's clear demographic, especially among young people, the presence of local brands on this platform could be a smart strategy to reach the new generation more closely.

Why are brands interested in entering Roblox? The answer lies in its combination of advantages. First, Roblox allows for natural interaction among users. Brands can be present directly in conversations and social activities instead of just being static ads. Second, the majority Gen Z and Alpha demographic of Roblox makes the target audience very clear and precise.

6. High Engagement

Roblox (Credit: instagram.com/roblox)

In addition, the engagement level on Roblox is very high. Features such as events, missions, or digital cosmetics make users willing to return repeatedly. Even simple games like Grow a Garden manage to maintain the involvement of millions of players thanks to a continuous development system, even when players are offline.

The Roblox phenomenon illustrates how the entertainment world continues to evolve in line with the digital culture of the younger generation. From just a gaming platform, Roblox has now transformed into a social space, concert stage, community arena, and a field for promoting global brands. With a massive user base, high engagement, and broad flexibility, Roblox has the potential to become the new face of the digital entertainment industry in the future.

(kpl/tdr)