LINK is a groundbreaking app that seamlessly links your Roblox avatar to real-world branded events, transforming everyday activities into thrilling gaming experiences. Think ShopBack meets Roblox, as users earn in-game rewards by participating in physical events, unlocking a new dimension of engagement. Brands have an exclusive space to showcase their Roblox activations, turning the app into a dynamic hub where the virtual and physical worlds collide, creating an unprecedented fusion of entertainment, rewards, and brand interactions.

Can you tell me more about the app? Does it take place in Roblox or is it a third-party app?

Okay, so it's gonna be a third party app that is, I guess in a way, a sub-brand of Roblox, but not entirely following Roblox's marketing plan or branding or anything. So it kind of has its own identity. It’s still connected to Roblox, but only to connect the profile to the app. That's the only way there is a connection.

The other way there are connections with Roblox is when brands showcase experiences that exist on Roblox. Essentially my app is going to take real-time data. Whatever they achieve in real time would translate into virtual rewards and incentives that later unlock things on Roblox and vice versa. So that's the main connection.

For these brand activations, do you think that the in-game rewards act as a motivation for people to participate? Or do you think that the brand's activities come first and the in-game rewards are a bonus?

Hmm, from what I've observed and analysed, people are definitely motivated by the in game rewards. They don't care about the experience, they don't care about the activation. They are mainly there for the in-game rewards. When I studied H&M's experience, Looptopia, all the users basically ran in for a campaign that they were holding from Jan 4 to Feb 6. I tracked the frequency of visits in the session of each user and everything. What I learned is that people went in for the first few days of the campaign because that's when they were doing limited drops. Basically the first 10,000 users would get a certain number of rewards or a limited item. And after that, they didn't care to come back to the experience. So people who develop these experiences have also caught on to this.

They use that as a key to bring people in.

You mentioned that your application is supposed to be like a bridge between Roblox and the brands that wish to create some form of brand activation on Roblox. So what kind of functionalities would be found in the app to bridge that?

Apart from incentivising the participation, what I plan for my app is for it to essentially have a showcase of experiences. I also plan to have a map function on there and what people could do is basically locate experiences that have real-time challenges for them to complete. Let's say, there's something at Tekka Place that you could do to get something in a Roblox experience. So that is another function that I'm hoping to build on the app as well.

Additionally, using whatever reward you collect from completing challenges, you could use that reward to customise the avatar on the app itself rather than going to Roblox.