Love the Players, Not the Game: How Awesome Intelligence Powers Your Roblox Game Selection

The Challenge: Navigating the Roblox Landscape

Roblox offers brands an incredible opportunity to reach a massive, engaged audience. However, with millions of games available, finding the perfect fit for a brand integration can feel overwhelming – it’s estimated that over 15,000 games are created every day, which means that in 2025 alone, 5.4M new games enter the ecosystem. And those games are very different. The type of gamer nurturing pets in Adopt Me is going to be very different from the one going for headshots in Frontlines.

So where should your brand show up?

Until now, we’ve had two possible answers to that question: either “a really big game” (lots of satisfying metrics) or “a game that’s contextually aligned with my brand.” So, a fashion brand will want to appear in dress-up games like Dress To Impress or car brands in Car Dealership Tycoon.

That’s fine as far as it goes. But it misses vital opportunities.

Imagine for a moment that you’re responsible for promoting the new SpongeBob movie. Which games should you integrate with? A contextual approach would suggest… games set underwater? Games… involving… sponges….? That misses the point! SpongeBob is all about humor and friendship. You want games that celebrate those qualities. And the type of player attracted to those games is going to be different from a highly competitive, win-at-all-costs gamer.

You shouldn’t care about the specific content of the game. You should care about who’s playing it. You should care about the audience.

Through Awesome Intelligence, we’ve shown that across the youth digital ecosystem, knowing the age and gender of placements (which isn’t easily available on Roblox anyway!) isn’t enough to create efficient activations. We have to think beyond the contextual appearance of the game and consider the community’s values, the audience’s passion points, and what they identify with.

The Solution: Introducing Audiences for Roblox

At SuperAwesome, we’ve been developing tools to understand audiences based on their values, passions, and behaviours for some time. Now, those tools are coming to Roblox.

Through our partnership with leading Roblox development studio and strategist Gamefam, we’ve developed tools that classify the players of different Roblox games into SuperAwesome’s pre-defined Audience segments. By leaning into insights, we can find the best fit within Gamefam’s portfolio, which includes 12 of the top 100 games of all time on Roblox and 4 of the top 30 most played games of the past month, such as Fisch, Blade Ball, and more.

Players choose to interact with our survey NPC across Gamefam’s portfolio of 60M+ daily visits worldwide, and answer a series of questions that allocate them to our Awesome Intelligence audiences.

From here we can see which audiences over or under index in different games, allowing us to inform game recommendations for brand integrations across Gamefam’s 50+ hit games.

Don’t Judge a Game by Its Thumbnail

Let’s take two examples of Roblox games.

Take Adopt A Baby – a role playing game featuring childcare. It’s about nurturing. So who should integrate there? Perhaps a doll brand?

Wrong! Our data reveals that actually Adopt A Baby heavily over-indexes with females from our Player segment. Players are typically sporty teens who value personal values, social connections, and digital identity. Sports and physical activity are central to their lives, they also express competitiveness through gaming. So what are they doing in Adopt A Baby?

Well – get under the skin of the game and you’ll see that whilst roleplay and babies are a core theme – there’s also a big focus on competitive mini-games that involve running, jumping and avoiding obstacles. It’s perfect for competitive Players. But we also see that the game skews female. So this is a great game in which to reach female Players – a hard to reach group. Rather than doll brands we should be thinking about sports and competition related brands to activate here.

Another example: Build to Survive is a survival game where you have to escape oncoming battles – typically a game mode you might associate with our Gamer and Player audiences. Whilst those audiences are definitely in the game, this is also the most popular game for our Creatives audience. Why? Gameplay requires that when you play the game, you use various tools to build an environment around you – using creativity and innovation to be the last one standing. This makes it the perfect place for Creatives to use their resourcefulness playing with friends.