Heroes of VK on Roblox: a tournament teardown and its numbers
How a social platform brought its audience into Roblox through three tournament games — what checks out publicly, what came from our own reporting, and what the gap between two funnels taught us.
VKontakte came to Roblox with the brief social platforms always write: introduce a young audience to the products in the ecosystem. Here is what we built and which numbers you can verify yourself.
What we built
Three tournament games with weekly prize draws. The setting cast VK’s mascots as Greek gods: hidden achievements, easter eggs, an original soundtrack, custom visual effects. Inside sat exclusive VK rewards — Music subscriptions, stickers, NFTs.
Promotion ran through three channels: bloggers and streamers, seeding across VK and Telegram, and ad portals inside other Roblox games.
The numbers anyone can check
The experience page is public. As of 24 August 2026 it shows 265,720 visits and 796 favourites. Open it yourself — Roblox displays those counters to everyone.
The gap between the two is the interesting part. A tournament collects a single visit by design: the player arrives, competes for a prize, leaves. Favourites measure intent to return, and a tournament format scores low on it because of how the mechanic works.
The numbers from our own reporting
950,000 entries to the VK Mini App and more than 250,000 entries to the Roblox game itself at the time of reporting. The first figure came from VK’s analytics, the second from the creator dashboard. Only the second is visible publicly, so I present the first as platform-supplied data.
What the two funnels taught us
The Mini App collected almost four times the entries the game did. The reason is unglamorous: a Mini App opens inside a feed the person is already scrolling, while Roblox asks them to switch applications and find the game.
The practical lesson for brands with their own platform: treat it as a separate funnel with its own cost of entry. Adding the two together into one reach figure in a report is a way of misleading yourself.
What I would change
A tournament produces a spike and no return. If the brief is product familiarity, a spike is not enough — a person needs at least two visits before they remember VK Music was in there.
The combination that works is a tournament as the reason for a first visit plus a permanent mechanic that brings people back between tournaments. The favourites number told us this early.
What to watch in a similar project
Track the visits-to-favourites ratio in the first two weeks. If favourites grow noticeably slower than visits, the world has no reason to return to, and no amount of media buying fixes that.
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.