Roblox Product Development
& Game Design

Unlock the full potential of your Roblox game with our Product Development service. We craft engaging gameplay loops, innovative monetization strategies, and long-term content roadmaps that drive growth, boost revenue, and deepen community engagement.

Transform Your Game Into a Long
Term Player-Centric Experience

Innovative Gameplay Design

We craft engaging gameplay loops and feature sets that captivate players from the first interaction.

Our focus on player-centric design ensures that every mechanic—from progression systems to in-game rewards—keeps your audience engaged and coming back for more.

Strategic Monetization Frameworks

Our team identifies and implements sustainable revenue streams tailored to your game. By refining game passes, developer products, and exclusive in-game offerings, we strike the perfect balance between player satisfaction and profit maximization through proven A/B testing and pricing optimization strategies.

Scalable Product & Update Strategies

We develop structured update processes that ensure your game remains fresh and competitive.

Through continuous iteration and data-driven insights, we optimize feature rollouts and live-service models, enhancing both performance and player retention over time.

Tailored Product Development

From initial assessment to final execution, we provide end-to-end consulting that aligns with your vision. This includes custom roadmaps, market and competitor analysis, and prototyping support: ensuring that every design decision directly contributes to long-term success and sustainability for your game.

Why It Matters

By addressing these challenges head-on, our service not only revitalizes your game but also positions it for sustainable success in the ever-evolving Roblox marketplace.

Missed Revenue Opportunities

Stagnant Engagement

Inefficient Growth

Without a structured product development strategy, even popular games can plateau, leaving valuable revenue on the table.

In a competitive ecosystem, outdated gameplay and poorly executed updates lead to declining player retention and reduced community loyalty.

Lack of data-driven insights and strategic updates means your game risks falling behind trends, ultimately stunting its long-term potential.

Expected Outcomes

Enhanced Player Retention

Experience measurable improvements in daily active users and longer

session times through engaging, iterative gameplay updates.

Increased Revenue Streams

Strategic monetization models and optimized in-game purchases lead

to higher average revenue per user without sacrificing player satisfaction.

Scalable Growth

A well-structured update process and data-driven decision making set the stage for sustained, scalable success as your player base grows. It's also a great way to build trust with your community!

Proven Success

Our case studies, such as 'Optimizing Adopt Me's Live Service Model', demonstrate how our tailored approach delivers tangible results—from reduced update bottlenecks to explosive community engagement.

What is VirtuIRL, and how does it help developers and brands?

VirtuIRL helps Roblox developers scale their games into sustainable brands and supports companies entering the platform. We specialize in game growth, marketing, monetization, and branded experiences, ensuring long-term success.
What types of developers does VirtuIRL work with?

VirtuIRL works best with established Roblox developers looking to scale their game into a long-term brand. If your game has consistent revenue, an engaged player base, or growth potential, we can help optimize operations, increase monetization, and expand your brand beyond the game.
How can a brand make money on Roblox?

Brands can monetize Roblox through UGC sales, game passes, in-game sponsorships, and premium experiences. VirtuIRL helps brands develop profitable, sustainable monetization strategies tailored to their audience and campaign goals.
How do developers work with VirtuIRL to grow their game?

VirtuIRL starts with a consultation to assess your game’s growth opportunities. From there, we create a custom roadmap covering game optimization, marketing, monetization, and operational scaling. We provide ongoing support, helping you implement strategies that maximize engagement and revenue while ensuring long-term success.
How do I start working with VirtuIRL?

Whether you're a developer looking to scale or a brand exploring Roblox, the first step is a consultation. We’ll outline the best strategy to maximize your success, get in touch today.
How can brands use Roblox to connect with new audiences?

Brands can engage 70M+ daily users through branded experiences, game integrations, and virtual merchandise (UGC). Roblox offers interactive engagement beyond traditional advertising, and VirtuIRL helps brands launch activations that drive impact.
What is VirtuIRL’s mission, and how does it support Roblox developers?

VirtuIRL’s mission is to help Roblox developers scale their games into sustainable, long-term brands. By focusing on challenges like monetization, licensing, and operational efficiency, VirtuIRL empowers developers to unlock new revenue streams and grow their games beyond the platform. Whether through merchandise, community engagement, or streamlined workflows, VirtuIRL ensures developers achieve scalable, lasting success.
What makes VirtuIRL different from other agencies?

Unlike most agencies in the space, VirtuIRL specializes exclusively in the Roblox ecosystem, combining deep platform expertise with proven brand development strategies. We understand the unique challenges of scaling a game into a long-term business and how to successfully introduce brands into the Roblox ecosystem.
Does VirtuIRL work exclusively with Roblox developers?

Yes, VirtuIRL focuses exclusively on Roblox developers, leveraging years of expertise in the platform to provide tailored solutions. This focus ensures a deep understanding of Roblox-specific opportunities, challenges, and best practices, making VirtuIRL uniquely equipped to help developers succeed.
How experienced is VirtuIRL in the Roblox ecosystem?

The VirtuIRL team have been deeply involved in the Roblox ecosystem since 2019, leading top studios and supporting successful games with millions of players. Combining years of Roblox-specific experience with expertise in branding and licensing, VirtuIRL offers unmatched insights into what it takes to scale on the platform.
What criteria does VirtuIRL use to select clients?

VirtuIRL primarily works with top-tier Roblox developers who have established revenue streams, engaged player communities, and a vision for scaling their brand. Developers producing games in Roblox’s top 250 are ideal partners, but VirtuIRL also considers the potential for long-term growth and alignment with its core services.
How long does it typically take to see results from VirtuIRL’s services?

While timelines vary based on the scope of work, clients often see measurable results within the first 30 days. Quick wins like optimized monetization or early-stage merchandising campaigns are prioritized, while long-term strategies such as licensing or transmedia expansion typically show returns within 3–6 months.
What does the onboarding process look like when working with VirtuIRL?

VirtuIRL’s onboarding process begins with a thorough assessment of your game’s strengths, challenges, and growth potential. This includes a qualification call, a discovery workshop, and the development of a tailored roadmap. We align on deliverables, establish KPIs, and focus on quick wins to build momentum and ensure a seamless start to the partnership.
How does VirtuIRL ensure a collaborative and seamless partnership?

VirtuIRL prioritizes transparent communication and regular updates. From shared tools and scheduled check-ins to collaborative workshops, we ensure alignment at every stage of the partnership. Our team works closely with clients to adapt strategies as needed and maintain momentum toward achieving goals.
What types of deliverables can clients expect?

Clients receive tailored deliverables based on their unique needs, including modular roadmaps, merchandising strategies, licensing pitches, and operational frameworks. All deliverables are designed to align with the client’s goals and provide actionable steps for scalable success.
Does VirtuIRL offer scalable solutions based on different budgets?

Yes, VirtuIRL provides flexible, scalable solutions tailored to a client’s budget and growth stage. This includes phased engagements that allow smaller teams to start with focused initiatives and expand into broader support as their revenue grows.
Does VirtuIRL work directly with developers on gameplay improvements?

VirtuIRL works closely with developers to analyze game performance and identify areas for improvement. We provide actionable recommendations and collaborate on strategies to refine gameplay, ensuring it meets both player expectations and business goals.
How does VirtuIRL support game design and feature development?

VirtuIRL collaborates with developers to refine gameplay mechanics, create engaging loops, and prioritize updates that keep players engaged. By aligning design with player expectations and data-driven insights, we help developers build experiences that retain players and drive growth.
What monetization strategies does VirtuIRL recommend for Roblox games?

VirtuIRL focuses on sustainable monetization strategies such as game passes, developer products, and exclusive limited-time items. We also explore innovative approaches, like seasonal content tied to in-game purchases, to maximize player spending without compromising the experience.
What role does player feedback play in VirtuIRL’s product development process?

Player feedback is central to VirtuIRL’s approach. We analyze community sentiment and in-game behavior to inform feature priorities, ensuring updates and new developments align with what players want and need.
Can VirtuIRL help prioritize updates to maximize player engagement?

Yes, VirtuIRL uses player data and feedback to identify the most impactful updates. By focusing on features that enhance gameplay and introduce fresh content, we help developers maintain long-term player interest and retention.
Can VirtuIRL help small teams scale their operations effectively?

Yes, VirtuIRL specializes in helping studios of all sizes build scalable systems. For small teams, this includes creating modular workflows, improving resource allocation, and introducing processes that support long-term growth without overloading the team.
How does VirtuIRL address inefficiencies in game development pipelines?

VirtuIRL assesses development pipelines to identify bottlenecks, such as inefficient asset creation or poorly defined update processes. By streamlining workflows and implementing automation where possible, we help developers deliver updates faster and with higher quality.
What tools and systems does VirtuIRL recommend for operational efficiency?

VirtuIRL recommends tools like Jira or Asana for project management, Discord or Slack for team communication, and GitHub for version control. These tools are customized to fit the unique needs of Roblox developers, ensuring seamless collaboration and efficiency.
What is the first step in optimizing operations for a new client?

The first step is conducting an operational assessment to pinpoint inefficiencies and prioritize improvements. This includes analyzing team roles, production pipelines, and communication systems, followed by a clear action plan for immediate and long-term optimizations.
How does VirtuIRL help developers improve team structures and workflows?

VirtuIRL evaluates a studio’s current team dynamics and workflows to identify inefficiencies and areas for improvement. We implement best practices for task management, communication, and team scalability, ensuring developers can operate more effectively as their games grow.
Can VirtuIRL assist with creating and selling physical merchandise?

Yes, VirtuIRL provides end-to-end support for physical merchandise, including design, manufacturing, and fulfillment. From custom apparel to collectible items, we ensure your products resonate with players and drive sales.
How does VirtuIRL help developers create new revenue streams?

VirtuIRL identifies high-potential opportunities such as merchandising, licensing, and transmedia projects. We work with developers to expand beyond in-game monetization, creating scalable and sustainable revenue streams that align with their brand.
What are the first steps to diversifying a game’s revenue?

VirtuIRL starts by assessing your current monetization strategies and identifying gaps or underutilized opportunities. We then create a tailored roadmap that prioritizes quick wins, such as introducing merchandise, and longer-term initiatives, like licensing agreements.
What types of licensing opportunities does VirtuIRL provide?

VirtuIRL facilitates partnerships with industry leaders in toys, media, and branded products. We help secure licensing deals that align with your game’s identity, creating new avenues for revenue and brand exposure.
How does VirtuIRL approach transmedia projects?

VirtuIRL works with developers to explore opportunities like animated series, books, or other media extensions. We provide strategic guidance and connect developers with production partners to bring their IP to new platforms and audiences.
What types of marketing campaigns does VirtuIRL specialize in?

VirtuIRL designs campaigns like seasonal events, cross-promotions, and player challenges that boost engagement and attract new users. These campaigns are tailored to align with your game’s goals and target audience, ensuring maximum impact.
Does VirtuIRL handle social media or community management for developers?

VirtuIRL provides tailored support for social media and community management, including strategy development, content planning, and engagement tactics. While we help create the framework, we also offer hands-on assistance or guidance for in-house teams.
Can VirtuIRL help with influencer and creator partnerships?

Yes, VirtuIRL works to connect developers with the right influencers and creators who align with their brand. We manage the process from outreach to collaboration, ensuring authentic partnerships that drive engagement and growth.
How can VirtuIRL help improve my game’s visibility?

VirtuIRL boosts game visibility through targeted marketing campaigns, social media strategies, and influencer collaborations. We focus on creating buzz with in-game events, seasonal promotions, and engaging content that resonates with your player base.
How does VirtuIRL support community-building efforts?

VirtuIRL helps foster strong communities by leveraging platforms like Discord and Roblox Groups to create active engagement spaces. We develop strategies for events, player recognition, and feedback loops to keep your player base loyal and invested.
What key metrics does VirtuIRL track for success?

VirtuIRL focuses on metrics like Daily Active Users (DAU), Average Revenue Per User (ARPU), retention rates (Day 1, 7, 30), and conversion rates for in-game purchases. These metrics provide actionable insights to drive meaningful improvements.
How often does VirtuIRL provide performance updates to clients?

VirtuIRL provides regular updates, typically on a monthly basis, through detailed reports and review sessions. These updates highlight progress against KPIs, recent successes, and recommendations for further optimization.
What tools does VirtuIRL use to gather and analyze data?

VirtuIRL uses Roblox’s built-in analytics tools alongside third-party platforms like GameAnalytics to monitor player behavior. Customized dashboards are also implemented to track KPIs and visualize trends over time.
How does VirtuIRL use data to optimize game performance?

VirtuIRL analyzes key metrics such as retention, monetization, and engagement to identify growth opportunities. By understanding player behavior and performance trends, we create tailored strategies that improve retention rates, increase revenue, and enhance overall player satisfaction.
Can VirtuIRL help developers implement better analytics systems?

Yes, VirtuIRL assists developers in setting up robust analytics frameworks, including custom dashboards and automated reporting systems. This ensures developers can track performance and make data-driven decisions efficiently.
What types of brands succeed on Roblox?

Brands that prioritize community engagement, creativity, and interactive storytelling tend to perform best. Companies in fashion, entertainment, gaming, music, sports, and retail have seen success through branded experiences, collaborations with top Roblox games, and UGC (user-generated content) sales. However, any brand with a strong digital presence can find a way to connect with Roblox’s highly engaged audience.
Why should my brand be on Roblox?

Roblox is one of the world’s largest digital platforms, with over 70 million daily active users, primarily from Gen Z and Gen Alpha. It offers an immersive, interactive way for brands to engage with audiences through virtual experiences, in-game activations, and digital merchandise. Unlike traditional marketing channels, Roblox enables deep engagement, community-building, and direct monetization opportunities.
How do I know if Roblox is the right platform for my brand?

If your brand targets Gen Z, Gen Alpha, or digitally native consumers, Roblox presents a unique opportunity to reach them in an authentic and engaging way. Roblox allows for branded storytelling, gamified marketing, and new revenue opportunities. VirtuIRL offers strategy consultations to help determine if Roblox aligns with your goals and how to execute an effective campaign.
How does VirtuIRL help brands build a Roblox presence?

VirtuIRL specializes in guiding brands through the unique opportunities and challenges of the Roblox ecosystem. We ensure every activation is authentic, engaging, and built for long-term success. Our team works closely with brands to develop a strategy, connect with top Roblox developers, and manage the execution of branded experiences, in-game integrations, and virtual merchandise. We also provide marketing and launch support to maximize visibility and engagement.
What are the key factors to consider when launching a brand activation on Roblox?

Brands entering Roblox should consider their target audience, experience type, engagement strategy, and long-term goals. A successful activation requires compelling gameplay, seamless integration with the Roblox community, and a clear approach to retention and monetization. VirtuIRL helps brands navigate these decisions, ensuring every campaign is built for success from day one.
What are the key factors to consider when launching a brand activation on Roblox?

Brands entering Roblox should consider their target audience, experience type, engagement strategy, and long-term goals. A successful activation requires compelling gameplay, seamless integration with the Roblox community, and a clear approach to retention and monetization. VirtuIRL helps brands navigate these decisions, ensuring every campaign is built for success from day one.
How long does it take to build a branded game or activation on Roblox?

Timelines vary based on the complexity and scale of the project. A simple in-game activation or UGC campaign can be launched in a few weeks, while a fully custom-built experience typically takes 3 to 6 months to develop, test, and launch. VirtuIRL provides a realistic timeline based on the project scope, ensuring a smooth and efficient development process.
How does the development process work for a branded Roblox experience?

VirtuIRL works with brands to conceptualize, design, and develop engaging Roblox experiences. We start with a strategy consultation to define the experience goals, followed by a detailed roadmap outlining gameplay mechanics, branding elements, and engagement strategies. Our team collaborates with top Roblox developers to ensure seamless execution, followed by testing, launch planning, and ongoing support to keep the experience fresh and engaging.
What types of brand experiences can be created on Roblox?

Brands can create a wide range of experiences on Roblox, from fully immersive virtual worlds to interactive branded activations within existing games. Whether launching a custom-built experience, hosting limited-time events, or integrating with popular Roblox titles, brands can engage players through interactive storytelling, challenges, and social features designed to encourage long-term engagement.
What are the costs involved in creating a Roblox experience?

Costs depend on the type of activation, game complexity, and required features. A simple branded integration in an existing game will have a lower cost compared to a fully custom-built experience with unique assets and mechanics. VirtuIRL offers tailored pricing based on your budget and goals, ensuring the best return on investment while maintaining high-quality execution.
Can you share examples of successful brand integrations you've managed on Roblox?

While at Adopt Me, David supported the integration of major Universal IPs, including "Sing 2" and "Minions," reaching over 50 million players in key regions. This strategic promotion played a crucial role in driving the movies' box office success, especially during periods when attracting families to cinemas was challenging.
Can we sell branded virtual items (UGC) within existing games?

Yes, brands can create and sell branded UGC (user-generated content), such as custom outfits, accessories, and collectibles within integrated Roblox games. This allows brands to tap into the thriving digital economy, where players actively purchase virtual items to customize their avatars. VirtuIRL helps brands design, launch, and market UGC, ensuring maximum reach and sales within the Roblox marketplace.
What strategies do you employ for brand integration within Roblox games?

By working with your team to understand your unique brand identity and target demographic, we facilitate authentic, strategic partnerships with top Roblox developers, ensuring your brand engages the right games and audiences at the perfect time to support your campaign. Each brand and potential game partner is different and there are several formats we can deploy, from mini-games to virtual billboard ads.
How do in-game activations drive engagement and sales?

In-game activations create interactive brand experiences that go beyond traditional advertising. Features like limited-time challenges, branded virtual rewards, and event-based gameplay encourage active participation, fostering brand loyalty. Additionally, brands can generate revenue through UGC sales, game passes, and premium digital content, making Roblox a powerful platform for both marketing and direct monetization.
How can my brand collaborate with existing Roblox games?

Brands can collaborate with top-performing Roblox games through sponsored events, branded quests, in-game advertising, or virtual merchandise. VirtuIRL facilitates partnerships with game developers to ensure seamless integration that aligns with both the brand’s identity and the game’s player experience. These partnerships help brands reach engaged audiences organically through gameplay.
What is a game integration, and how does it work on Roblox?

A game integration allows brands to embed their presence within an existing popular Roblox game rather than building a standalone experience. This can include branded items, themed events, in-game sponsorships, or interactive brand activations. Integrations allow brands to leverage an established player base for instant engagement, making it a cost-effective way to enter the Roblox ecosystem.
How do we measure success and engagement for a Roblox activation?

Success is measured through key performance indicators (KPIs) such as player retention, engagement time, virtual item sales, and event participation rates. For brand campaigns, additional metrics like brand awareness lift, social media interactions, and cross-platform conversions can be tracked. VirtuIRL provides data-driven insights and reporting to measure the impact of activations and optimize future campaigns.
What are the key KPIs for a brand campaign on Roblox?

The most relevant KPIs depend on the campaign’s objectives but typically include: Daily Active Users (DAU) – How many players engage with the experience. Time Spent – Average session duration per player. Engagement Rate – Interaction with branded elements, events, or features. UGC Sales & Redemptions – Performance of branded virtual items. Conversion Rates – Click-throughs, sign-ups, or actions tied to real-world campaigns. VirtuIRL helps brands define and track the right KPIs to ensure their Roblox investment delivers measurable results.
How can a brand make money on Roblox?

Brands can monetize Roblox through UGC sales, in-game purchases, branded game passes, and paid experiences. Virtual items like branded clothing and accessories can be sold for Robux, while game passes and premium content offer exclusive access. Brands can also generate revenue through in-game sponsorships, digital billboards, and event collaborations. VirtuIRL helps brands develop tailored monetization strategies to maximize impact.
How does VirtuIRL ensure brand safety and maintain control over brand representation?

VirtuIRL collaborates closely with brands to ensure all content aligns with Roblox's Community Standards and the brand's identity. We work with experienced developers to create controlled, family-friendly experiences. Our team oversees content approvals and implements moderation strategies to maintain the integrity of your brand within the Roblox platform.
How does VirtuIRL moderate content and interactions in branded experiences?

VirtuIRL employs a combination of automated tools and human oversight to monitor content and user interactions within branded experiences. We utilize Roblox's reporting systems and moderation features to address any inappropriate behavior promptly. Our proactive approach ensures that your brand's presence on Roblox remains safe and aligns with both platform policies and your brand values.
Is Roblox safe for brands?

Roblox is committed to providing a safe and civil environment for users and brands. The platform enforces strict Community Standards and offers tools to help brands create age-appropriate content. Features like age verification allow brands to develop experiences tailored for specific audiences, including those aged 17 and above.
What guidelines should brands follow when launching experiences on Roblox?

Brands should adhere to Roblox's Community Standards, which prohibit content depicting extreme violence, sexual activity, or illegal goods. Additionally, experiences should be designed to be age-appropriate, with options to create content for users aged 17 and above through age verification. Ensuring compliance with these guidelines helps maintain a safe environment for all users.
What’s the first step to start working with VirtuIRL on a Roblox activation?

The first step is a consultation, where we assess your brand’s goals, target audience, and potential entry points into the Roblox ecosystem. We’ll outline the best approach, whether it’s a branded experience, in-game integration, or virtual merchandise strategy, and provide a clear roadmap for execution. Get in touch to schedule a discovery call and explore how we can bring your brand to Roblox.
What brands have you worked with before?

VirtuIRL has partnered with leading game developers and entertainment brands, helping them establish a strong presence within the Roblox ecosystem. Our work spans branded experiences, game integrations, and merchandise collaborations. While we don’t publicly list all clients, due to confidentiality, we’re happy to discuss relevant case studies during a consultation.
Why should we choose VirtuIRL over other agencies?

VirtuIRL is one of the most experienced teams focused specifically on helping brands and developers build sustainable businesses on Roblox. Unlike traditional agencies, we have first-hand expertise in the platform’s unique ecosystem, allowing us to craft authentic, high-impact activations that resonate with players. Our team has worked with top developers, studios, and brands, ensuring that every project is designed for long-term success, engagement, and revenue growth.