Roblox: The Future of Social?

Roblox is quickly becoming a dominant social space for Gen Z and Gen Alpha but what will it mean for brands and communication? Roblox is quickly becoming a dominant social space for Gen Z and Gen Alpha. Because users spend more time here each day than on any other social platform, Roblox has grown into a cultural force that brands can’t ignore in their communication strategies. The latest report, Swedes and the Internet 2026, confirms that Roblox has now overtaken both TikTok and Instagram among Swedish teens. Despite this, most agencies and brands lack the knowledge to understand these trends and make the most of this behavior in their communications. In this session, Jonathan Gustavii will cover the fundamentals of Roblox and dispel the misconception that it’s just a platform for children. It will also explore how the platform is driving a new kind of social behavior online, how it fuels content creation—including on traditional social media—and how it serves as a powerful advertising platform for brands. With over a decade of experience shaping brand campaigns for Gen Z and Gen Alpha, Jonathan specializes in helping global brands such as Warner Bros., H&M, Red Bull, and Universal Music navigate new media and culture by bringing together music, gaming, and social media. Most recently, he served as Director of Strategic Partnerships at The Gang, a world-leading brand experience agency, where he led innovation and partnerships with global brands and developed campaigns on 3D platforms such as Roblox and Fortnite.