Analyzing the Roblox Roleplaying Subculture
Roleplay Reimagined: Bloxburg's Digital Culture on TikTok and YouTube
Roleplaying in open sandbox games has always been popular in games like The Sims, Animal Crossing: Second Horizons, Minecraft, Second Life, or Stardew Valley.
However, the digital age has amplified the relationship between gaming and social media - giving rise to subcultures that live across multiple social media platforms such as TikTok and YouTube.
One such subculture is the roleplaying community within Bloxburg, a popular game on Roblox.
We believe Bloxburg signals a new era where the intersection of gaming and roleplay culture will give rise to a new genre of UGC reality TV shows, primarily driven by open sandbox games。
The Bloxburg Phenomenon
Bloxburg, officially known as "Welcome to Bloxburg," is a virtual world where players can simulate everyday life activities, such as building homes, working jobs, and socializing.
Its open-world and highly customizable nature make it a fertile ground for roleplaying, attracting millions of players who create and share their unique experiences.
As of July 28, 2024, Bloxburg has over 88+ billion visits, and favorited by over 13.4 million users.
How Bloxburg Facilitates Short-Form Storytelling on TikTok and YouTube:
First: Creative Expression in Bite-Sized Clips via TikTok
TikTok has become a hotspot for Bloxburg Roleplayers, allowing them to share short, engaging clips that highlight their creative narratives and in-game activities.
The platform's format is perfect for quick, easily digestible content that showcases everything from home tours and character interactions to humorous skits and dramatic scenes.
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By using in the built-in interior design tools, furniture, avatar/apparel, housing, jobs, neighborhoods - it is completely possible to become someone else and become a “Bloxburg” creator on TikTok - building an audience all while remaining anonymous.
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And this is freeing for a lot of Gen Z or Gen Alpha folks that dont have the budget to build out a physical world.
Long-Form Content for Deeper Engagement via YouTube
After TikTok fans discover their favorite Bloxburg influencers on TikTok, they go to YouTube where they can watch their longer-form videos where Bloxburg creators start making long-form stories - ranging from vacations, drama, comedy, mystery, apparel, and birthday parties.
Rather than go straight to Hollywood, Bloxburg creators are using free creation tools to write their own scripts and greenlight their own projects, star themselves as the main leads, and drive their own stories - all from the comfort of their own home.
They are social-media savy, using TikTok as a discovery funnel to create brand awareness about their Bloxburg story, and driving traffic to their Bloxburg channel for long-form retention.
Broader Implications for Gaming and Roleplay Culture
Key Takeways:
Roleplaying in Bloxburg is another signal of the democratization of media creation tools for Gen Z and Gen Alpha.
Open sandbox games like Bloxburg are experimental R&D for where the next trending short or long-form stories are being built.
Bloxburg creators have adopted very strong grassroots guerilla styled marketing to promote their stories on TikTok and YouTube.
Bloxburg also acts as a new creative outlet and production tool for Gen Z - they can write their own scripts and greenlight their own projects, star themselves as the main leads, and drive their own stories.
Key Recommendations:
Brands and retailers have excellent opportunities to generate creator partnerships and funding reality TV shows based on the Bloxburg audiences.
Retail verticals such as interior design, furniture, home improvement, automotive, apparel, food and beverage, should explore creating cross-promotional experiences on Bloxburg that take advantage of the popular trending digital collectibles and help creators tell their stories.
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