Google Play on Roblox
Google Play on Roblox
In 2025, Google Play was looking to ramp up their loyalty program, bringing rewards and their “Go Play” mentality to new spaces. With a goal of extending the program into global and digital spaces, we introduced the Google Play Diamond District, an interactive Roblox cityscape where loyalty status unlocked exclusive rewards.
This immersive world was custom built for our loyalty members as a 4 week activation. Each week we dropped new challenges, partner games, and UGC items that kept people coming back for more. Our world also included an ever-changing obstacle course (obby) with over a trillion permutations.
case study
building the world
As we look to build this bespoke world from scratch we wanted it to feel dream-like and aspirational. We took inspiration from our brand identity and color palette (largely the Google Play Point) and build a sparkling cityscape that felt like it had multitudes of levels and areas to explore.
From the names of each street to the cobblestone shapes to the lighting shifts throughout the day, every detail was considered. The VIP Vault was the exclusive entry only accessible to high-value loyalty members and included additional coins and treasures to uncover.
UGC Items & Rewards
More to come.
digital amplification
The activation had a full digital campaign around it complete with a tease, launch, and sustain phase. Content dropped on our blog, social channels, Roblox-in game DOOH, partner game channels, as well as our owned surfaces within the Google Play app store.
We also tapped a well known influencer in the gaming space, Ian Bellinger (aka @Tussalty,) to hype the experience and show that this wasn’t some easy-to-play brand game, but that it took some skill to get to the top of the obby and claim that UGC reward.
results
TEAM
Activations & Engagement Team: Alex Oriente, James Ramseur, Pricilla Mendoza, Matt Kahn, Adair Ziegler
Brand Team: Stephanie Vaky, Tibby Iz
PMM: Salit Kulla, Nisha Nair, Daniel Ferguson, Grace Lin
Lead Agency: Giant Spoon & The Gang
Social Agency: THE TEAM (Wasserman)
