Case Study: Roblox engages Gen Z gamers and uncovers digital friendship insights with Rival Technologies

How Roblox used Rival to connect with Gen Z gamers

Roblox, the popular game and game-creation platform, wanted to understand how digital friendships were changing during the COVID-19 pandemic and what role gaming and technology played in helping Gen Z players stay connected. To answer that question, Roblox worked with Rival Technologies and its Reach3-powered mobile research approach to gather insights from teen and Gen Z gamers.

Rival Technologies helped Roblox recruit about 3,000 Gen Z participants into conversational chats that combined quantitative questions, qualitative feedback, and video responses. The research produced deeper insight into players’ emotions and motivations, showed that 91% of players found the Roblox community helpful during the pandemic, and gave Roblox actionable feedback for product improvements, while also generating PR coverage and an ESOMAR Congress presentation opportunity.

Roblox

Maria Silvanskaya

Former Director of Marketing