Roblox or your own platform: what should a brand with an existing audience choose?
If a brand already owns a channel, Roblox becomes a second funnel with its own cost of entry. A breakdown using numbers from a real project.
If you already own a channel — an app, a mini app, a community — treat Roblox as a separate funnel with its own cost of entry. Adding its figures to your own channel’s to produce a single reach number means misleading yourself in the report.
Where this conclusion comes from
On a project for VKontakte we launched both funnels at once: a mini app inside the social network and tournament games on Roblox.
The mini app collected 950,000 entries per the platform’s own analytics. The Roblox game collected more than 250,000; its public page showed 265,720 visits as of 24 August 2026.
The gap is nearly fourfold, and the cause is mechanical: a mini app opens inside a feed the person is already in, while Roblox asks them to leave the social network, open a different application and find the game.
What follows
Your own platform is cheaper to fill. The audience is already there and the step costs one tap.
Roblox gives what your own platform cannot. A different audience, a different kind of contact, and session lengths measured in minutes rather than seconds.
They have to be counted separately. Cost of entry, retention and outcome all differ.
When your own platform wins
The brief is working an existing base: loyalty activation, repeat purchases, engaging subscribers. The channel where people already are wins that one.
The mechanic is short and simple. A mini app is faster and cheaper to build than a game world.
When you need Roblox
The brief is new audience, particularly under 25. Your own base consists by definition of people who already know you.
You need long contact. Sessions in a game world run for minutes; across the branded worlds we measured, average sessions ran from roughly six to nine minutes.
You need a format a mini app cannot hold: three-dimensional space, co-play, an avatar.
How to build both
Connect them with a single player action. A promo code earned in the game and redeemed in the app, or the reverse. That gives you a crossover number, which is the most useful metric such a pairing produces.
And decide in advance which funnel answers which brief. Otherwise the report ends up as a combined entry count that means nothing.
Roblox brand activations that outlive the campaign flight
The usual activation goes live, spikes for a week, and is a dead server by the time the wrap deck is circulated. That is a design failure, not a platform limit — and it is avoidable.