4 questions on this subject, answered from our own work, with the numbers.
Dubit's advice is to build a brand's Roblox game in a genre players already know, with a unique hook or twist to grab their attention. Straying too far from the well-recognised mechanics of Roblox's popular genres introduces risk: turn-based combat, for example, is not native to the platform.
Dubit outlines a series of content updates for a Roblox game's first year while the game is being designed. After launch, we use analytics, player feedback and other tools to find what to improve. We recommend a monthly rolling live-ops budget, so a dedicated team can handle updates in an agile way.
In Dubit's design philosophy, a new Roblox game has about 30 seconds to win a player over. So we evolve a genre that is already popular, which cuts what a player has to learn. Roblox reports that since 15 June 2026 its Recommended For You algorithm has listed first play bounce rate among its "Most Important" signals. It is a negative signal: the rate at which players leave a game after a short play session. On 15 June 2026 Roblox also expanded the algorithm's view of retention from 7 days to 28.
Dubit builds original Roblox games for brands, from multiplayer adventures to social sandbox worlds. The team in Dubit's Roblox studio includes game designers, live ops and QA engineers. Sunsilk Hair Care Lab, the tycoon game we built for Unilever, has been played over 90m times, with zero marketing spend after launch.