A Roblox Community is a group players opt in to join, which Dubit likens to a brand's page on Facebook or Instagram. Once players join, the brand can contact them again, even when they are not in its game. Sunsilk Hair Care Lab, the tycoon game Dubit built for Unilever, has over 400,000 Roblox community members.
Communities are the evolution of Roblox Groups. Their tools include Announcements, which carry push notifications, a Wall where members post and read each other's posts, Events, Forums and Roles. Events let a brand schedule timed in-game gatherings, suited to major announcements, competitions and product releases. Forums let players and the brand talk to each other and shape choices between concepts.
Dubit's Community Building service is built on those native tools. We count Announcements as the most important of them for promoting drops of new avatar items and helping those items rise the charts. In Dubit's service, ranks are earned through sales, engagement or time spent wearing the brand's avatar items, and unlock free premium items and community roles. We also run cross-community campaigns, working with other creator communities on shared item releases or mutual perks. For early promotion on TikTok and YouTube Shorts, we use video-generation tools that turn 2D images of an item into 360° outfit renders within seconds.
How big can a brand's Roblox community realistically get?
Sunsilk's Roblox community has over 400,000 members, and L'Oréal Paris's has 170,000, both built around games Dubit made. Sunsilk Hair Care Lab is a persistent tycoon game for Unilever in which players grow a haircare business and create custom hairstyles.
L'Oréal Paris's community was built around its Le Défilé campaign on Roblox, an immersive recreation of the runway show at Place de l'Opéra. It gives L'Oréal Paris a way to contact and engage again the players who adopted the brand during the campaign.
How do you get Roblox players to join a brand's community?
Dubit invites players to join from inside the brand's game, and gives members something other players cannot get. A brand can drop avatar items every month, free and paid limiteds, that only community members can get inside its experience. Players join by searching for the community or by clicking a link in the experience's description.
Once players have joined, Dubit uses Announcements and Forums to share the brand's look and lifestyle and news of the next drops. Members earn status through what they do, ranking up by buying and wearing the brand's virtual merch and by promoting the community.
Can a brand send notifications to Roblox players after a campaign ends?
Yes, to the players who joined its Roblox Community. When the brand posts an update, members get a notification inside Roblox and, if they have enabled it, a push notification on their phone. It reaches them even when they are not in the brand's game or a campaign is no longer running.
Dubit uses Announcements to bring back players who have left a brand's game. It uses Forums to run community management inside Roblox, much as a brand does on social media. Announcements let a brand keep contact with its Roblox audience without maintaining an expensive live ops strategy to keep players returning.
