I came across posts on social media of young people, especially kids, playing Roblox, which made me curious about what it actually was. As I looked into it, I learned more about the platform and how it connects to the idea of the metaverse. In 2024, The Guardian wrote an article about how Roblox has become a platform for corporate marketing, this concept is known as advergames, and it raised some concerns for me. Roblox is more than just a game. It’s a platform where millions of players, mostly kids and teens, explore user-created worlds, play games, and interact socially. Users can create their own games using Roblox Studio, which makes the platform a mix of entertainment, creativity, and community. In many ways, Roblox is part of the early metaverse, a virtual space where people play games, socialize, attend events, and experience branded content in immersive ways.
Brands like Nike, Vans, and MCDonald’s are taking advantage of this by creating advergames, games designed to promote their products. These games let players explore branded worlds, complete challenges, and interact with content that feels like part of the game itself. On one hand, this is creative and shows how marketing can blend with entertainment. On the other hand, most players are children, and the ads are often so subtle that it is hard for them to recognize they are being marketed to.
Some argue that users are free to choose which games to play, so brands need to create engaging content to attract players. That is true, successful advergames must be enjoyable and interactive to keep users interested. However, the fact that children are the main audience still raises ethical questions. Even when content is entertaining, there is a risk that kids are being influenced without fully understanding.
I think advergames are clever, but they can also be manipulative. Using games designed for fun to sell products to children crosses a line. Platforms like Roblox need to balance creativity with protecting young users. Marketing should not take over spaces meant for play and social interaction.
“The corporate-produced promotional worlds of Roblox gives them a camouflage that allows companies to present more effectively their messages, products and brands to those who may otherwise show little interest.” – Callum Bains, The Guardian
I think advergames are clever, but they can also be manipulative. Using games designed for fun to sell products to children crosses a line. Platforms like Roblox need to balance creativity with protecting young users. Marketing should not take over spaces meant for play and social interaction.
Roblox’s role as part of the metaverse makes this issue even more important. Children are not just playing, they are participating in a digital world where social interactions, events, and brand experiences all mix together. How much of this exposure is too much for kids? And who should decide what is acceptable in these spaces? As immersive platforms grow, these questions will only become more pressing.
This was an extremely interesting read! I had never heard of the term “advergames”, and your post gave me a great introduction to it and a real life example. I have also been hearing a lot about Roblox and the popularity of the game for young kids. After reading your post, I was curious to see the age range of players and I found that 40% are under the age of 12. This really reinstates your point that there are ethical problems when brands are interacting with impressionable kids that are not aware that they are being marketed to! The more I think about it, the more I disagree with some peoples point that “users are free to choose which games to play” because this gives the impression that the kids who are being targeted are choosing to play and therefore should accept the possible consequences. My belief is that kids should not be held accountable for these kinds of actions until they are a legal adult, and its the brands that are going after the most impressionable and vulnerable demographic that should be held accountable. As for the question of who should be responsible to decide what is acceptable in these spaces, I think that parents and legislative parties that look over media must be the meain actors to keep interactive social medias a place for just social interaction.