Roblox allows users to create and play 3D games. The document proposes an integrated marketing campaign (IMC) for Roblox to increase sales and player experience. It includes a SWOT analysis, target audience details, customer profile, marketing goals and strategies. The marketing strategies proposed are billboard ads, TV ads, and email marketing to promote Roblox at amusement parks, on TV, and through emails with special offers. The goal is to make Roblox the best company and help players by improving marketing efforts.

1. ROBLOX
IMC Campaign
Avantae Ingram – September 25, 2021

2. TABLE OF
CONTENTS
ROBLOX EXCUTIVE SUMMARY.....................................1
CAMPAIGN BACKGROUND & RESEARCH......................2
SWOT ANALYSIS .........................................................4
TARGET AUDIENCE/POTENTIAL MARKET....................5
CUSTOMER PROFILE....................................................6
MARKETING GOAL, OBJECTIVES AND STRATEGIES.....7
CREATIVE STRATEGY ..................................................8
PROMOTIONAL MIX/COMMUNICATION CHANNELS ..10
CONCLUSION ............................................................12
REFERENCE LIST .......................................................13

3. ROBLOX
EXCUTIVE SUMMARY
The story of Roblox began in 1989 when our founders, David Baszucki and Erik Cassel,
programmed a 2D simulated physics lab called Interactive Physics, which would later go
on to influence our approach to building the groundwork for Roblox. Students across the
world used Interactive Physics to see how two cars would crash or how they could build
destructible houses. In starting Roblox in 2004, we wanted to replicate the inspiration of
imagination and creativity we saw in Interactive Physics on a much grander scale by
ushering in a new category of human interaction that did not exist at the time. With the
IMC campaign, I want to make Roblox the best company it could be and help the players
in the process. With making the marketing team more significant and better to get the
Roblox name out there, everyone knows what Roblox is and stands for with seeing it on
Tv and a billboard that their favorite amusement parks. Or even after their favorite show
or movie on Tv.
Overview
Roblox allows players to create their own games using its proprietary engine, Roblox Studio, which
can then be played by other users. Games are coded under an object-oriented programming system
utilizing a dialect of the programming language Lua to manipulate the environment of the game. Users
can create purchasable content through one-time purchases, known as "game passes", as well
as microtransactions which can be purchased more than once, known as "developer products" or
"products". Revenue from purchases is split between the developer and the Roblox Corporation 30–
70, in favor of Roblox Corp. Many games produced using Roblox Studio are developed by minors,
and a total of 20 million games a year are produced using it.

4. 2
CAMPAIGN BACKGROUND
& RESEARCH
The beta version of Roblox was founded by co-founders David Baszucki and Erik Cassel in 2004
under the name DynaBlocks. Baszucki started experimenting with the first demos that year. In
2005, the company altered its name to Roblox, and it authorized launch on September 1, 2006. In
March 2007, Roblox became submissive with COPPA, with the addition of secure chat.
However, this change restricted the communication ability of users under the age of thirteen by
limiting them to choosing predefined messages from a menu. In August, Roblox applied server
enhancements and published a premium membership service called "Builders Club." This
advanced membership feature was rebranded as Roblox Premium in September 2019.
Roblox remains built on three principles. First, we love and respect the community, we take play
seriously, and above all, we strive to power people's imaginations around the world. But, of
course, building the world's largest social platform for play takes a lot of work. As our Chief
Product Officer, Keith Lucas reminds us, it requires a team of talented minds, a strong desire to
create world-class experiences, and a passion for getting stuff done.
Roblox went public via a primary listing in March, enabling current investors to sell shares.
Shares started trading at $64.50 each, and the organization was trading just above that at $65.42
ahead of earnings on Monday.
The company saw a massive jump in user commitment in Q1, with users inserting a combined 9.7
billion hours into the game. In Q1, the company published that it had 42.1 million daily
engaged users, up 79% year over year, gratefulness in part to a 111% growth in daily active users
over 13.
"Their first quarter 2021 results enabled them to continue investing aggressively in the key areas
that they believe will drive long-term growth and profit. Specifically hiring skilled engineering
and product professionals and growing the earnings for their developer population," Roblox CFO
Michael Guthrie said in a report following the release of the earnings report.
Roblox enables players to buy, sell, and create virtual items to decorate their virtual character that
serves as their avatar on the platform. Anyone can purchase clothes, but only players with a

5. 3
Premium membership can sell them. Only Roblox executives can sell accessories, body parts,
gear, and packages under the official Roblox user account; virtual hats and accessories published
by a select few users with experience working with Roblox Corporation. Several individuals
design items full-time, with the highest-earning creators making over $100,000 a year off item
sales. Items with a limited-edition status can only be traded between or sold by users with a
Roblox Premium membership. Roblox users manage to be young – ages 8 through 18 play the
game, though the core demographic is more 9 to 15. Roblox is a world of user-generated 3D
virtual worlds where kids can engage in open-ended play for those unfamiliar.
The top 10 competitors in Roblox's competing set are Unity, Valve, Epic Games, Minecraft,
YoYo Games, FlowPlay, YinzCam, Mojang, OneUp Sports, Kaneva.
Roblox uses Twitter and Instagram to connect with its audience. They always post fun, engaging
posts to get their player's attention and boost their popularity so more people can play their
games. For example, they recently created a TikTok to post short gameplays to get people's
attention to play the game to get the whole experience.
Roblox irregularly hosts real-life and virtual experiences. For example, they hosted events such as
BloxCon, a conference for ordinary players on the platform in the past. In
addition, Roblox operates annual Easter egg hunts and hosts a yearly event called the "Bloxy
Awards," an awards ceremony that serves as a fundraiser. For example, the 2020 release of the
Bloxy Awards, held virtually on the platform, drew 600,000 viewers. In addition, Roblox
Corporation annually hosts the Roblox Developers Conference, a three-day invite-only event in
San Francisco where top content creators learn of future modifications to the platform. The
company has also hosted similar celebrations in London and Amsterdam.
Roblox occasionally engages in events to promote films, such as ones held to promote Wonder
Woman 1984 and Aquaman. In 2020, Roblox hosted its first virtual concert, which Rolling Stone
compared to American rapper Travis Scott's virtual concert in Fortnite. American rapper Lil Nas
X debuted his song "Holiday" to an audience of Roblox players. In 2021, Swedish singer Zara
Larsson performed songs at a virtual party to celebrate her new album Poster Girl (Summer
Edition).

6. 4
SWOT ANALYSIS

7. 5
TARGET
AUDIENCE/POTENTIAL
MARKET
Roblox is a global platform where millions of people gather every day to imagine, create,
and share experiences in immersive, user-generated 3D worlds. The types of gameplay on
Roblox are just as limitless as the imagination of the creators themselves. At first, we can
have an overview of "Roblox." The interest "Roblox" has 8,134,720 audiences on Facebook.
Among these audiences, men accounted for 59.1%, and women accounted for 40.9%. The
significant age of Roblox audiences is 18-24, and they accounted for 35.88%. And many
people interested
in "Roblox" between 18-24, and they accounted for 35.88%. And other age groups like 25-
34 accounted for 31.23%. The people interested in "Roblox" between 35-44 accounted
for 18.2%. And Women accounted for 40.9%, and men accounted for 59.1%. Many people
interested in "Roblox" are in a relationship of Engaged and they take a large proportion for
about 43%. And The majority of people have a college degree. People in Indonesia have the
highest passion for "Roblox." And Philippines and United States also have large numbers of
people interested in "Roblox."
I selected this specific target audience because it is a trendy game for children and adults.
Still, children are mainly the reason why Roblox is what it is today. If it weren't for the
children always playing it and telling all their friends about it, it wouldn't be the game it is
today. So, my audience feels extremely great with clients; with it being more children
friendly and great for our adults, it even perfects for our market audience and makes our
products even better than before with the help of people around the world.

8. 6
CUSTOMER PROFILE
Meet Vante, the perfect gamer for Roblox Vante is 23 years old and is in her junior year
at Full Sail University, where she is studying Media Communications
degree. She lives off-campus in a six-bedroom home in Baldwin Park in Winter Park,
Florida, with her parents. Her job helps her pay for all her tuition for school, and her
parents help with extra things such as giving her extra money to help her with her
personal life while being a college student. Her family is from Douglas, Georgia, a small
town on the outskirts of Florida. She is the youngest of one sibling and the first to go to
college in her family. She currently works at UPS to help her pay her car insurance and
her phone bill. When she graduates from college, she wants to become a social media
manager. She likes to listen to music, play video games, and sometimes hang out with
her friends in her free time. Vante maintains a distant relationship with her family
members other than her parents keep her on the right track with her schoolwork. She is
very caring and trustworthy to those she comes in contact with in public. She plans on
becoming a social media manager or join law enforcement when she finishes school.

9. 7
MARKETING GOAL,
OBJECTIVES AND
STRATEGIES
Goal: To increase sales and player experience to gain more popularity.
1. To build consumer loyalty among the Brand target audience by 15% through the online
channel within the next 6 months.
• To encourage customer interaction and form a community online among
customers of Brand
• To develop meaningful and memorable advertisements to maintain brand
Personality
• To strengthen the Brand relationship with partnered premium brands and
manufacturers
• To educate staff on selling techniques to push premium and brand branded
products Objectives
2. In 2022, increase online sales within the target market for the brand by 15%.
• By 2024, increase the percentage of rewards members who contribute
reviews, photos, or comments by 10%.
• In 2021, develop a campaign that uses at least three social media
influencers whose following align with the target audience.
• By 2022, increase sales discounts on premium brands carried by brand by
5%.
• By 2023, increase sales of specific brand branded products by 10%.

10. 8
CREATIVE STRATEGY
Tag Line:
“Powering Imagination.”
Rejected Statements:
• Creating Adventures
• For Everyone
• Immersive New Gaming

11. 9
Creative Brief What are we advertising?
Roblox has a reputation for innovating the gaming industry; we are the perfect gaming
platform for casual and hardcore gamers. We are the game for everyone, especially
Lego fans.
Whom are we talking to?
The younger generation of kids is the new generation of hardcore gamers seeking a
career of being a professional gamer when they grow up.
What do they currently think?
Most online gamers, especially Lego-themed games, are marketed and created with
children gamers in mind. Unfortunately, the Roblox community is less welcoming to
adults and challenges older gamers looking for a better society.
What would we like them to think?
Roblox recognizes this disparity within the industry and wants to bridge the gap between
younger and older gamers in the gaming community. Roblox is the perfect platform for
all online game fans.
What is the single most persuasive idea we can convey?
Roblox is still the most excellent online game ever, and we are committed to innovating
the multi-platform game industry yet again.
Why should they believe it?
Roblox has a very long history in the gaming industry. They have over a million players
that play daily and have a signed contract with Legos that every child wants their parents
to buy. So, it only helps Roblox boost their popularity even more than before with this
boost.
Are there any creative guidelines?
All marketing campaigns will include diverse casting and have a message that affirms
and encourages community amongst all players, and community gaming is critical.

12. 10
PROMOTIONAL
MIX/COMMUNICATION
CHANNELS
Billboard Ad: Billboard advertisements are designed to catch a person's attention
and quickly create a memorable impression. For Roblox, I will be choosing to make a
billboard ad in the greater area where there are primarily many children and adults, such
as amusement parks and water parks. In the Orlando area and Kissimmee area where
the most traffic is mostly. This is perfect when the children are leaving the gardens with
their family. It will leave them thinking about the advertisement after they have driven
past it. They must be readable quickly because they are usually read while being passed
at high speeds. Billboard advertising is found to be effective on drivers. 37% report
looking at an outdoor ad each or most of the time they pass one. 58% learned about an
event or restaurant they were interested in attending by viewing a roadside billboard.

13. 11
And Billboards can be an excellent way to increase brand awareness, particularly if
you're able to afford one along a well-traveled road. Unfortunately, billboards also have
several disadvantages, particularly for people with small businesses and people who live
in rural areas.
Tv Ad: I will be using Tv ads to help advertise and market the Roblox brand
and is also a span of television programming produced and paid for by an organization.
The definition of advertising is the business or act of making something known to the
public, usually through some type of paid media. An example of advertising is when
Victoria's Secret runs its annual fashion show on television to showcase its new lingerie.
Learning about this helps me in many ways to find the perfect advertisement techniques
to help me boost the Roblox company. I also learned effective advertising reaches
potential customers and informs them of your products or services. Ideally, advertising
should capture the prospective customer's attentions attention and entice them to use
your product. Advertising must also be credible, unique, and memorable to work. This is
perfect for boosting the Roblox platform with all the right things to help gain more
popularity. I will record diffident Tv ads while playing the game and create a funny skit to
make the audience laugh and get their attention while persuading them to download the
fantastic match.
Email Marketing: Email marketing is a significant part of digital marketing.
IT allows a company to target different people who are already interested in
their company and increases the popularity and sales of the brand—low costs.
One of the most obvious advantages of email marketing is its lower cost compared to
mainstream marketing channels. There are no print or postage costs and no fees paid in
exchange for exposure on a particular billboard, magazine, or television channel—email
Newsletters. The email newsletter is a one-off communication that can send promotional
messages, important account information, product updates, and more. This helps us in
many ways to boost our players. For example, I will create a perfect email with a unique
code, a rare digital goodie redeemable in the game. Other players and new players can
look out in their emails to receive this outstanding special offer and tell their friends and
family. And also, learning about marketing strategy is a set of procedures that a
marketer identifies and follows to achieve desired marketing goals with email
advertising. This action plan gives the businesses a direct channel of communication
with prospects and customers for brand promotion.

14. 12
CONCLUSION
Roblox is one of the biggest apps in the world, and you've probably been
hearing its name: the company recently went public, and its stock price
climbed so high it was temporarily worth more than gaming giants EA and
Take-Two combined. Roblox has come up as a contentious topic in the Epic
Games v. Apple trial as well. Roblox is a brilliant company with them not
advertising their games but letting their audience do it for them for free.
Back in the 2000's Roblox started advertising their game on Tv and social
media when they were a smaller company. With them being a bigger and
better company, they have expanded tremendously with the help of their
players. With the IMC campaign, I want to make Roblox the best it could be
by marketing even more and not just letting the players do the work but the
marketing team. I want to start creating billboards and TV ads for every kid
and adult to see or hear the name Roblox so it could stick with them to go to
the Roblox website and tell their friends and family about this fantastic game
and company.

15. 13
REFERENCE LIST
How Roblox is paving the way for a new era of branded gaming. (2021). Retrieved
September 5,
2021, from https://digiday.com/marketing/how-roblox-is-paving-the-way-for-a-new-era-
of-
branded-gaming/
Yahoo is now a part of Verizon Media. (2021). Retrieved September 5, 2021, from
https://www.yahoo.com/now/roblox-q1-earnings-2021-191715498.html
Inside Roblox - Roblox Blog. (2021). Retrieved September 5, 2021, from
https://blog.roblox.com/2017/04/inside-roblox/
Roblox - Wikipedia. (2021). Retrieved September 5, 2021, from
https://en.wikipedia.org/wiki/Roblox
Targeting, A. (2021). How To Target Facebook Ads To "Roblox" Audience | AdTargeting. Retrieved 12
March 2020, from https://adtargeting.io/facebook-ad-targeting/roblox
Diaz, A. (2021). Why is everyone talking about Roblox?. Retrieved 11 March 2021, from
https://www.polygon.com/22326123/what-is-roblox-explainer-public-offering
Jones, R. (2020). Billboard - Wikipedia. Retrieved 19 January 2014, from
https://en.wikipedia.org/wiki/Billboard

16. 14
Johnson, D. (2014). Television advertisement - Wikipedia. Retrieved 12 May 2013, from
https://en.wikipedia.org/wiki/Television_advertisement
Foley, D. (2010). 4 Types of Successful Email Marketing Campaigns for Small Businesses - Foley
Marketing Advisors. Retrieved 3 November 2013, from
https://foleymarketingadvisors.com/2018/10/10/4-types-of-successful-email-marketing-
campaigns-
Jones, R. (2020). Billboard - Wikipedia. Retrieved 19 January 2014, from
https://en.wikipedia.org/wiki/Billboard
Johnson, D. (2014). Television advertisement - Wikipedia. Retrieved 12 May 2013, from
https://en.wikipedia.org/wiki/Television_advertisement
Foley, D. (2010). 4 Types of Successful Email Marketing Campaigns for Small Businesses -
Foley Marketing Advisors. Retrieved 3 November 2013, from
https://foleymarketingadvisors.com/2018/10/10/4-types-of-successful-email-marketing-
campaigns-for-small-businesses/